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- 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
- Put a toggle in the top bar that opens a new paid tierAbout $50M in revenue from one small A/B test
- Give each paid feature its own paywall and check its sales every morningShowed 2-3 features drive most new subs; weak ones were made free
- Offer three subscription levels and sell extra boosts on topFormer CPO calls it one of the best ways to price consumer apps; no revenue split given
- Interview users spending $100-250 a month, then build a top plan for themLed to Tinder Platinum; no results shared
- 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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