“for our 7day passport feature allocart the price is the same as 7-day plus subscription so that case David you think like oh duh then the 7-day plus subscription is a better deal right so that also helped reduce the cannibalization also increase the conversion or revenue”

Price standalone features at parity with short subscriptions to make subscription the obvious deal

When a la carte Passport caused subscription cannibalization, Tinder set the 7-day Passport price equal to the 7-day Plus subscription. Users immediately saw the subscription as the better deal — more features for the same price — and cannibalization dropped while total revenue rose. Price parity is a behavioral nudge that works without removing the standalone option.