Interview users spending $100-250 a month, then build a top plan for them

David BarnardThis happened after your time, but what are your thoughts on the super premium tier that Tinder was experimenting with and have you heard anything about how it's performed?

Ravi MehtaSo I actually started work on Tinder Platinum, and this came out of insights from this graphic knowing that there were people on Tinder Gold who were purchasing a lot of micro transactions, people spending a hundred to $250 a month on Tinder. And what we wanted to understand is why are they spending this amount? What's their motivation? What are the things that we could do from a product standpoint to create something that better meets their needs? And that was the genesis of Tinder Platinum, and it really came down to the core value of Tinder, which is one of the questions was is this people signaling? Are they trying to signal wealth or something like that by spending a lot on Tinder or is it more utilitarian? Do people just want to match with more folks? And it turns out it was more utilitarian. People are just looking for more matches.

Ravi MehtaAnd so Tinder Platinum, it gives people access to additional super likes and additional boosts, so it bundles that together. One of the interesting things about the monetization products within Tinder, and I think this applies elsewhere, is Tinder is a game that operates by a certain set of rules. If I swipe right on you, you can't necessarily see that I did that unless you have Tinder Gold and then you can break the rule because you've paid and you can now have access to that feature. The other rule that was sort of golden in Tinder is you can't message someone until you've matched one of the products that's in Tinder Platinum is the ability to message someone before you've matched, which is incredibly valuable for folks to be able to get more matches.

Jacob EitingLinkedIn has that feature too.