rewrite this title Google is raising the price of Nest Aware subscriptions again

Google is raising the price of its Nest Aware and Nest Aware Plus subscriptions starting in August 2025.

According to emails sent out to subscribers today, the cost of the entry-level Nest Aware service is increasing from $8 per month or $80 per year to $10 per month or $100 when paying for a full year up front. Nest Aware Plus is going from $15 per month or $150 per year to $20 per month or $200 annually. Google says the new pricing will go into effect “on your first bill that occurs on or after August 15, 2025, or at the end of your promotional period (whichever is later).” The company last increased its Nest subscription prices in September 2023.

Google’s Nest devices can be used without a subscription, but you’ll only have access to a few hours of saved footage without either Nest Aware or Nest Aware Plus. Nest Aware includes 30 days of event-based video history. Nest Aware Plus expands that to 60 days, plus the last 10 days of 24/7 footage from supported devices.

Both subscription tiers include features like Familiar Faces that can recognize friends and family, sound detection that alerts you when glass breaks or smoke alarms are triggered, and the option to call the 911 emergency call center nearest your home through the Google Home app while you’re away.

Price increases are never welcome, but the new Nest Aware subscription fees are comparable to what Google’s competitors charge for advanced AI-powered features that can recognize faces and accurately describe the content of videos. Ring Home’s Premium plan is currently $19.99 per month or $199.99 per year. Arlo Plus is cheaper at $7.99 per month if you have just one camera, but for multiple cameras it’s $17.99 per month. Both Nest Aware and Nest Aware Plus support an unlimited number of devices in the same home.

Google didn’t specify a reason for the increases, though there is a Gemini-powered camera intelligence feature for Nest Aware Plus currently available to a limited number of “select Home app users” through Google’s Public Preview beta program. The feature generates more descriptive captions of recorded camera events, such as ”the dog is digging in the garden.”