Tumblr iOS revenue increased 125% since launching its parody of paid verification

Tumblr’s parody of paid verification has already delivered the social network and blogging platform a 125% boost in iOS in-app purchase revenue since November, according to a new analysis of the app’s in-app consumer spending. The company, now operated by WordPress owner Automattic following its 2019 acquisition, launched its response to Twitter’s paid verification hustle with the addition of its own purely cosmetic double blue checks — a sort of tongue-in-cheek rebuttal to the idea that subscription-based verification had any real value.
As it turns out, at least some

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