Ghosting is a part of pop culture. Tinder wants to own the narrative and build a feature that helps keep matches and conversations accountable while creating an ALC revenue opportunity as well. Looking at competitors we found that the Japanese dating app Pairs found lots of success using read receipts as an ALC feature.
01. ALC Revenue (Dating competitor Pairs "Read Receipt" a la carte revenue is about ¥240M($2.4M), which represents 7~8% of point revenue.
02. Female Revenue - This feature was primarily used by females on Pairs
03. Repeat Purchases - Pairs purchasers use it around 10 times/month
During this process there was quite a bit of concern around the branding and how prominent the CTA would be. This is only a very small amount of the iterations I went through.
As a user who has zero read receipts, I will see a CTA to get Read Receipts inside the empty chat. If I send my first message then I will see the CTA that reads "Stay updated. Get Read Receipts." The CTA will collapse into the entry point after displaying for 3 seconds. If I tap the "Read Receipts" logo then I will be shown a paywall.
As a user who has at least 1 read receipt, if I send my first message then I will see the entry point to activate Read Receipts. If I tap the "Read Receipts" logo then I will be shown a confirmation question. When I tap "No" then the question will dismiss and revert back to the entry point. When I tap "Yes" then the word "Yes" will turn into a check while decrementing the counter followed by dismissing the question and activating the Read Receipts feature.