Tinder swipes left on Google Play

Tinder joined a growing backlash against app store taxes by bypassing Google Play in a move that could shake up the billion-dollar industry dominated by Google and Apple.

The online dating site launched a new default payment process that skips Google Play and forces users to enter their credit card details straight into Tinder’s app, according to new research by Macquarie analyst Ben Schachter. Once users have entered their payment information, the app not only remembers it, but also removes the choice to swap back to Google Play for future purchases, he wrote.

“This is a huge difference,” Schachter said in an interview. “It’s an incredibly high-margin business for Google bringing in billions of dollars,” he said.

Apple and Google launched their app stores in 2008, and they soon grew into powerful marketplaces that matched the creations of millions of independent developers with billions of smartphone users. In exchange, the companies take as much as 30 percent of revenue. The app economy is expected to grow to $157 billion in 2022, according to App Annie projections.

As the market expands, a growing revolt has been gaining steam over the past year. Spotify Technology filed an antitrust complaint with the European Commission earlier this year, claiming the cut Apple takes amounts to a tax on competitors. Netflix has recently stopped letting Apple users subscribe via the App Store and Epic Games said last year it wouldn’t distribute Fortnite, one of the world’s most popular video games, through Google Play.

Match declined to answer questions about whether the company was also investigating bypassing Apple’s App Store.