Tinder has recently introduced an exclusive subscription plan for its most active users, but it comes with a hefty price tag. According to Bloomberg, Tinder Select is available for $499 per month and is initially being offered to users who meet specific profile criteria, such as having multiple photos and interests. So what do users get for spending $6,000 a year on this dating app? The perks include a badge (that can be turned off), as well as advanced browsing, direct messaging, and liking options that the site calls “unrivaled access to the absolute best of Tinder.” Although the rollout is limited for now, the company intends to invite more users over time.
“We recognize that there is a subset of highly engaged and active users who prioritize more efficient ways to find connections,” says Mark Van Ryswyk, the chief product officer of Tinder. “Therefore, we conducted extensive tests and gathered feedback from this audience over the past few months to create a completely new offering.” As reported by USA Today, Tinder already offers three other paid tiered options called Tinder+, Tinder Gold, and Tinder Platinum, which have yearly subscriptions that top out at approximately $120. While joining the app is free, users who do not pay have limited functions. According to Gary Swidler, the CFO at Tinder’s parent company Match Group, Select is expected to attract a “relatively small number of new paying customers,” but they will have a significant impact on revenue per payer.
In 2017, Tinder was acquired by Match Group, as reported by The Verge. Match Group now dominates the market with various dating sites including Hinge, OkCupid, The League, and Match.com. The Verge notes that top subscribers of The League pay $1,000 per week, but the high price includes the addition of human matchmakers to complement the algorithms. The trend of adding subscription costs is becoming more common in dating apps, according to USA Today, and platforms like Bumble and Grindr are also requiring users to pay for additional features. (On a lighter note, there is even an app similar to Tinder, but for dogs.)
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