34 categories including fuel, EV charging, convenience stores and cafes

Coupons and passes available

Linked to automatic 'Hi-Money' top-up

Monthly recurring payments streamlined

A screen showing the Subscription Pass recurring subscription service available on SM Hi-Plus's mobile app "Hi-Plus." [SM Hi-Plus]
A screen showing the Subscription Pass recurring subscription service available on SM Hi-Plus's mobile app "Hi-Plus." [SM Hi-Plus]

SM Hi-Plus, an affiliate of SM Group, is expanding its subscription services for drivers through its Hi-Pass card app, broadening its scope beyond highway toll payments to cover everyday spending categories such as fuel, electric vehicle charging and convenience stores.

The company announced Tuesday the launch of "Subscription Pass," a recurring subscription service designed around drivers' travel patterns and daily spending needs.

Subscription Pass is available through "Hi-Plus," the dedicated mobile app for Hi-Pass cardholders. Users can purchase brand coupons and passes across 34 categories — including fuel, electric vehicle charging, convenience stores, cafes and shopping. Discounts reach up to 65 percent on select products, with an average of 10 percent across the lineup.

The service extends the existing Hi-Pass card experience into everyday consumer spending. While Hi-Pass payments have traditionally centered on highway tolls, Subscription Pass adds benefits at both offline and online merchants that drivers frequently use.

The flagship products are three passes: a Fuel Pass, an EV Pass and a Meal Pass. The Fuel Pass bundles fuel station and convenience store benefits, letting customers choose one fuel brand — either SK Energy or GS Caltex — and pair it with either CU or GS25 as their convenience store. The combined package is priced at 10 percent below the standard rate.

SM Hi-Plus has also made recurring payments more convenient. All subscription products, including those in the Subscription Pass lineup, can be charged automatically each month through "Hi-Money," the app's prepaid payment method. Users who enable the Hi-Money auto top-up feature will have a preset amount loaded at the time of payment whenever their balance runs low, allowing subscriptions to continue without manual recharging.

"The launch of Subscription Pass marks an important milestone as Hi-Plus evolves into a mobility platform that delivers a wide range of benefits across drivers' daily lives and travel," said Ahn Byung-hyun, chief executive of SM Hi-Plus. "We will continue to expand our service offerings to provide customers with tailored, practical benefits and convenience that fit their mobility lifestyle."

SM Hi-Plus also redesigned its mobile app interface alongside the service launch. The home screen and Hi-Money screen have been made more intuitive, allowing users to access both mobility services and everyday financial payments in a single view. The company plans to grow its Subscription Pass user base by improving overall app usability.


kwater@heraldcorp.com