Case Study: White Label Dating achieves 12,000 membership upgrades and £1M+ revenue with Intercom in-app messaging

Intercom helps online dating giant drive thousands of membership upgrades with in‑app messaging

White Label Dating, which powers 25,000 branded dating sites and tens of millions of users worldwide, faced declining email effectiveness as customers shifted to mobile. Growing opt-outs, deliverability problems and messages getting lost in inboxes meant they needed a real-time mobile engagement channel to drive conversions and lift customer lifetime value.

After a two-week trial they rolled out Intercom in-app messaging across all sites, using targeted, lifecycle- and profile-driven messages. In nine months Intercom drove 12,000 membership upgrades (over £1M in revenue), now accounting for 5.2% of monthly upgrades and 49% of promotion-driven upgrades; in-app promotions convert 14x better than email, a lapsed-user campaign saw a 23.5% CTR versus 0.36% for email, and non-purchase actions (like photo uploads) improved roughly 10x.

White Label Dating

Harry Lloyd

Head of CRM and Merchandising