Overview

Launched in 2012, Tinder® revolutionized how people meet, growing from 1 match to one billion matches in just two years. This rapid growth demonstrates its ability to fulfill a fundamental human need: real connection. Today, the app has been downloaded over 630 million times, leading to over 100 billion matches in 190 countries and 45+ languages –  a scale unmatched by any other app in the category. In 2024, Tinder won four Effie Awards for its first-ever global brand campaign, “It Starts with a Swipe™.

Partnering with Codashop, Coda’s direct top-up platform trusted by millions of digital users worldwide, the Tinder resale business found its match in local payment access.

The Challenge

With strong brand awareness and steady user acquisition already in place, Tinder’s Business Development Team saw an opportunity to extend how users could pay. 

The focus was to make Tinder’s premium offerings available, especially in markets where card usage is less common. Achieving this at scale required more than adding new payment methods.

The team needed a solution that could:

• Broaden access to users across multiple markets
• Offer familiar, seamless purchase experiences tailored to local habits
• Convert more users without adding friction or operational overhead

The Coda Solution

When it comes to reach, visibility, and conversion at scale, Codashop and Coda Distribution deliver just that. For the team at Tinder, this meant unlocking new monetization channels through local payments and relevant third-party distribution that provided vouchers and direct top-ups. 

This came together in three key ways:

Local Payment Access

Accessing hundreds of alternative payment methods supported by Codashop meant Tinder could offer popular local payment options in key growth markets such as Thailand, Brazil, and Indonesia. 

Built-in Discovery

Listing on Codashop surfaced their subscriptions and premium offerings to millions of monthly active buyers already transacting regularly; driving visibility, trust, and revenue. 

Broader Reach 

Tapping into Coda’s broader network of distribution partners supported scale. Tinder activated relevant high-impact channels, from apps to web stores, without additional integration lift.

The Results: Expanding Access, Increasing Conversions

Through its partnership with Coda, the team unlocked measurable, incremental gains through Codashop and Coda Distribution:

• 12% steady and incremental growth in adoption of local payment methods.¹
• 84% revenue growth impact on Coda’s revenue contribution to Tinder’s resale business through access to new payment methods and growth of existing channels.²
• Expanded access to alternative payments in leading key markets.³

The impact came as a result of giving users more familiar ways to purchase from Tinder, through local wallets, bank transfers, and reseller platforms they already use. 

By enabling trusted local payment options, the team unlocked scalable revenue streams in card-limited markets while extending reach through Coda’s distribution ecosystem.

As Tinder continues to innovate around user experience and accessibility, Coda remains a trusted partner in supporting that growth. Making it easy for millions of users to connect and match.

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^1. Reflects an increase in transactions via Coda-enabled local payment methods, e-wallet and bank transfer methods, from 57% in April (Month 1) to 64% in August (Month 5) 2025. 

^2. Represents revenue growth within the Coda Partnership, reflecting over USD $20k in incremental revenue generated through Coda-enabled payment methods and distribution channels.

^3. Percentage share by country for e-wallet and bank transfer usage. Top markets included Thailand (26%), Brazil (14%), Taiwan (12%), Indonesia (11%), and the Philippines (9%).