The current basic Visible rate at $25 per month is the regular permanent price.
The current Visible+ rate at $35 is promotional. New members can use promo code 35FOR6 for a $10 per month discount off the standard Visible+ service cost (reg. $45/mo) for each of the first 6 months of service. $45 is the regular permanent price.
P.S. Click on the information icon next to the "Use promo code 35FOR6" under the Visible+ at https://www.visible.com/ for some important disclosures on that promo.
P.P.S. "Permanent" is a somewhat nebulous term in that most carriers including Visible reserve the right to change pricing at any time in their terms and conditions. See https://www.visible.com/legal/terms-and-conditions