A private club. By invitation, and by consideration.
Svala is a small, closed club with end-to-end encrypted conversation. Membership is asked for, not bought: every application is read by a person. What is said inside is sealed on your device and opened only on theirs — not even Svala can read it — and it is gone within twenty-four hours.
Membership is USD 999.99 per month, and it does not, by itself, open the door.