A hearing aid service system includes an Internet enabled personal communication device and one or more hearing aids provided with respective transceivers for establishing a wireless connection, whereby the personal communication device becomes a gateway for the hearing aids to a remote server. Each hearing aid includes a processor controlling the operation of the hearing aid, and a memory containing program code for at least one add-on program for the operation of the hearing aid. The server manages user accounts for a plurality of hearing aid users, including managing subscription status for the add-on program. The server creates a subscription status change event for the account upon change of the subscription status for the at least one add-on program and sends a status change instruction to the hearing aids for enabling or disabling one or more of the add-on programs by using the communication device as gateway.