Using push notifications to create frustration and drive subscription

Tinder sends daily notifications with a CTA towards its "Top picks" page: you access top profiles with the possibility to send a super like (you only have one free super like per day). By doing so, Tinder makes you touch on the benefits of the premium plan.

Dating apps' are among the top performers when it comes to subscription optimization. Push notifications are essential in the upgrading journey, and Happn use this trick a lot to guide users towards the app's paywall. Most activation notifications are reminders of charged features.