“The recipient needed to understand that there was only one a day and so we actually created both a marketing campaign around it but also we effectively created a branded profile that we could introduce into the product that would market the product features.”

SuperLike Required Educating Both Sender and Recipient — Or the Feature Would Fail

Tinder's SuperLike was a premium feature that only worked if recipients understood its scarcity. If the person receiving a SuperLike didn't know it was someone's once-a-day allocation, the signal was meaningless and the sender's match rate wouldn't improve. Phil's team created both external campaigns and an in-product branded profile to teach the mechanic. The broader lesson: any social or network-effect feature that relies on perceived scarcity or reciprocity requires deliberate user education on both ends of the transaction.