Tinder · B2C · swipe dating app
Sell a paid 'super like' that stands out from a normal like
Super Likes are 3x more likely to get a match
Workedpricingproduct-activation
What they did
Microtransactions designed around the core outcome (more matches): Boost shows your profile to more people (like LinkedIn's boost); Super Like sends a differentiated like. Guest's rule: good a la carte products scale roughly linearly in value (10 is 10x better than 1). Other microtransactions were tried; some stuck, some did not.
What happened
Super Like recipients are three times more likely to match.
- Stage
- scale
In their words
Sub Club by RevenueCat · How Tinder Captures More Value With Tiered Pricing and Consumables — Ravi Mehta“Super like is the ability to send someone alike that's differentiated?”
“As long as they're scaling linearly or about that, then people want to buy more of it as they're getting more value.”
Related topics
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More from this episode
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- Tinder: 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
- Tinder: Interview users spending $100-250 a month, then build a top plan for themLed to Tinder Platinum; no results shared
- Tinder: Test many prices for each plan and add-on, country by countryHundreds of price SKUs live at once; no test results shared
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- Wispr Flow: Give a short free trial that builds a daily habit, then chargeGuest converted without hesitation; a free-tier rival he uses daily never got paid
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