In the early days of ride-hailing apps in China, riders could book through apps but often paid in cash. A large portion of cars on the leading Chinese platforms were traditional taxis driven by older men—people who weren’t in a rush to give up good old cash. So Tencent offered subsidies to both the rider and the driver if they used WeChat Wallet to pay. The rider paid less and the driver received more, with Tencent making up the difference for both sides. The promotion was extremely costly—due to both legitimate rides and fraudulent ones designed to milk subsidies—but Tencent persisted. That
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