Tinder · B2C · dating app
Sell packs of one-off boosts, like super likes or streak repairs, next to the subscription
Cited as extra revenue on top of subscriptions; no numbers
Unknownupsell-expansion
What they did
Tinder sells baskets of super likes that are not part of the subscription but enhance use; Duolingo sells one-time items such as streak recovery. Guest's caveat: keep the subscription as the main focus and only add one-offs if they don't distract from it.
In their words
Sub Club by RevenueCat · The Subscription App Industry Rebound — Eric Crowley, GP Bullhound“I mean Tinder has been doing this for years, right? You can buy baskets of super likes, right? They're not a subscription, but it enhances your ability to use the product.”
“But they're driving that direction with the like buying the I forget what all the little things are like, you know, streak recovery and things like that.”
Related topics
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More from Tinder
All 24 Tinder tactics- Put a toggle in the top bar that opens a new paid tierAbout $50M in revenue from one small A/B test
- Use a prediction model to show each user just the one plan they'll likely buyEstimated multimillion-dollar yearly revenue gain in an A/B test
- Keep dating free for most users so there are plenty of people to match85-90% never pay; the 10-15% who do fund the business
- Sell a paid 'super like' that stands out from a normal likeSuper Likes are 3x more likely to get a match
- Raise the price of the standalone feature so it stops stealing subscriptionsFewer lost subscriptions, slightly lower conversion, higher total revenue
- Price the 7-day feature pass the same as a 7-day subscription, shown side by sideLess cannibalization and more revenue, but still not good enough
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