Highlight the plan you want to sell

When people see three options and no guidance, they pick the cheapest one. Not because it's the best fit. Because choosing is hard and the cheapest feels safest.

A "Most Popular" or "Recommended" badge on your target plan changes the dynamic. It gives people permission to pick the middle option. It says: this is what most people like you chose. You'll probably be fine with this one.

This works because of social proof and choice architecture happening at the same time. The badge reduces decision fatigue while simultaneously validating the more expensive option.

The details matter. Use "Most Popular" over "Best Value" if you want to push the mid-tier. Use "Best Value" if you want to push the highest tier. Visual emphasis helps too. A slightly larger card, a different background color, a border. Make it obvious without being obnoxious.