Tinder has recently introduced an exclusive subscription service for its most active users. This premium tier, called Tinder Select, was initially launched in 2017 for free as an invite-only option aimed at “hotties and celebrities.” However, it now comes with a hefty price tag of $6,000 per year, offering features like VIP search, matching, and conversation. Only less than 1% of Tinder users have been offered this new pay-for-play tier.
Tinder Select is one of four paid tiers available on the app, with prices starting as low as $24.99 per month. According to Mark Van Ryswyk, Tinder’s Chief Product Officer, the company recognized the need to cater to highly engaged users who prioritize more efficient ways to find connections. Extensive tests and feedback from this audience have led to the development of this exclusive offering.
Tinder’s parent company, Match Group, acquired The League, a dating app focused on career-oriented users seeking serious relationships, for around $30 million. The success of The League, which offers a VIP plan at $1,000 per week, inspired Match Group to introduce a similar tier for “high-intent users” on Tinder. Raya, another app catering to celebrities and high-profile individuals, offers multiple subscription plans ranging from $10 per month to $350 per year.
Though Tinder Select is expected to attract a small number of new paying users, Gary Swidler, President of Match Group, believes it will help boost revenue, which has been slowing down recently. The company has experienced a decline in subscriber numbers over the past three quarters, but average revenue per user has increased year-over-year. Match Group’s stock price has also decreased by about 15% in the past year.
Overall, Tinder is targeting its most active users with this exclusive subscription service, aiming to enhance their experience and generate additional revenue for the company.
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