Tinder · B2C · dating app
Set different prices by country, starting with fast-growing markets like India
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What they did
Replaced a set-and-forget single price from early basic tests with a complex pricing grid driven by many factors, geography first. Pricing work started when the US market saturated and growth shifted to India and LATAM, which had much lower willingness to pay than North America/UK. Advice: focus pricing on your core market first (North America for most US developers).
- Stage
- Scale (scale, US saturation)
In their words
Sub Club by RevenueCat · How a Single Paywall Experiment Generated $50M – Jeff Morris, Chapter One, Ex-Tinder“So I think at Tinder at least, we had a really, really complicated pricing grid that was based on a ton of different factors, the most obvious being geography.”
“Where we really started to focus on pricing was as we started to saturate the US market and really started to focus on markets like India, as I mentioned, and LATAM which were growing, but weren't necessarily the places where we were monetizing really well.”
Related topics
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