Dynamic Paywalls That Drove Millions in New Revenue – Shawn Gong, Tinder

On the podcast: how Tinder's ML-powered paywalls drove millions in new revenue, the art of selling features à la carte without killing subscription revenue, and why Tinder Select flopped despite users saying they'd pay for it. This conversation is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report. Each episode in this series will explore one crucial topic and share actionable insights from top subscription app operators. Top Takeaways: 🤖Users need fewer options, not more Decision overload kills conversion. Tinder saw multimillion-dollar annual revenue gains by using ML to predict and surface the single best product for each user instead of showing every tier and plan at once. 🎯Anchor a la carte prices to subscriptions to prevent cannibalization Unbundling features can capture non-subscribers, but pricing too low steals from subscription revenue. Tinder priced its standalone Passport feature equal to the weekly equivalent of a full-featured subscription, making the subscription the obvious better deal. 🧠 Design for emotional decisions, not logical ones Users don't read every feature comparison and weigh their options rationally. They decide in seconds based on feeling. Observe how users actually behave, not how you assume they should, and build your purchase flows around that. About Shawn Gong: 🚀 Product Growth & Monetization at Tinder , the world's most popular dating app, with over 55 billion matches made across 190+ countries since launching in 2012. 👋 LinkedIn

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Dynamic Paywalls That Drove Millions in New Revenue – Shawn Gong, Tinder is an episode from Sub Club by David Barnard.

This episode is 23:15 long.

This episode was published on Mar 4, 2026.

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