Phase out one-off credits so everyone goes through a subscription

Greg Cohn… really important dimension of our business and growth. But at that time, that was just the beginning of learning about all of that. That was, I think our first subscription offering, we had monthly and annual, that's it. And now today we have monthly one line, monthly three line, annual of both of those. And then we have that standard end premium. So, that's eight SKUs right there. And then we have the credits that are buying up on top of that.

Greg CohnBut we did slowly deprecate credits on the back of launching subscriptions because our mindset at least originally was, well, we should move all of our users through a subscription model and the ones who have longer term intent will retain and the ones who don't will leave early. And so, as a consequence of that, we have reasonably high churn. And I look back at that decision and I go, "Well, we might've been able to fit to the curve even more efficiently if we had maintained a more front and center credits model for those users with lower long-term intent, but high short-term intent. So, we're constantly re-looking at that and testing things and you never know that may resurface at some point.

David BarnardYeah. No, it's fascinating. And it's fascinating too that, and I didn't know this about Tinder, but talking to Ravi in the last episode, he said, as with you, most of the in-app purchase revenue is from subscribers because it's a force multiplier of the subscription. It's not as much a standalone, but I think it can be all things. And so, for you right now, it is mostly subscribers, but maybe there is an opportunity for non-subscriber and to add …