Monetization
Our Monetization Philosophy
Honest pricing. No hidden agenda.
At Ruck, we believe LGBT+ people deserve technology that treats them with respect, not as data to be sold or wallets to be emptied. That’s why we’re transparent about how we fund our app, what things cost, and why we charge a small membership fee.
We don’t run intrusive ads, sell personal data, or move essential features behind paywalls. Instead, Ruck’s modest subscription exists purely to keep the platform sustainable, independent, and free from outside influence.
Our pricing isn’t designed to extract maximum profit — it’s designed to cover the real costs of safety, privacy, and community.
What it really costs to run a responsible dating app
Running a dating app involves real, ongoing expenses. Most of them are invisible — servers, moderation, safety systems, and the 15 % fee taken by Apple or Google for in-app payments.
Here’s a simplified, illustrative view of what that looks like at a $3.99/month price point:
| Scenario | Conversion Rate | Gross Monthly Revenue (100K users @ $3.99) |
After App Store Fee (15%) | Estimated Running Costs ($0.15 per user) |
Approximate Outcome |
|---|---|---|---|---|---|
| Low | 1% | $3,990 | $3,392 | $15,000 | –$11,608 (loss) |
| Typical | 3% | $11,970 | $10,175 | $15,000 | –$4,825 (loss) |
| Healthy | 5% | $19,950 | $16,958 | $15,000 | +$1,958 (sustainable) |
Figures are illustrative estimates based on public industry averages, not Ruck’s internal data.This table shows how narrow the margins are for any app that refuses investor pressure or data sales — and why a small subscription is essential to keep Ruck ethical and independent.
How your membership helps
Every subscription directly supports:
Hosting & infrastructure – secure servers and encrypted messaging
Moderation & safety – community management and reporting tools
Development & design – building new features without selling data
Support & accessibility – keeping Ruck inclusive and responsive
No venture capital demands, no manipulative monetization, no enshittification. Just honest technology built for trust.
Our commitment to transparency
As Ruck grows, we’ll publish annual transparency reports covering our costs, and progress toward the Ruck Stewardship Trust. Our goal is permanent independence: a platform for the community, accountable to its users, and protected from exploitation, forever.
Ruck exists for the community, not the investor. Your support keeps it that way.