Tinder Offers $500-a-Month Subscription to Its Most Active Users
Tinder has rolled out an ultra-premium subscription tier to its dating app users, charging $499 per month to access features like exclusive search and matching.
The new plan announced Friday, called Tinder Select, was only offered to less than 1% of Tinder users who are among the app's most active, the company said.
For nearly $6,000 a year, users will be able to access new features, such as “VIP” search, matching and conversation, that aren't currently provided with its existing paid plans, it said, without providing further details.
Tinder said it will open up applications for Tinder Select on a rolling basis. It offers three other subscription tiers that start as low as $24.99 a month, according to its website.
“We know that there is a subset of highly engaged and active users who prioritize more effective and efficient ways to find connections,” said Tinder Chief Product Officer Mark Van Ryswyk, “and so we engaged in extensive tests and feedback with this audience over the past several months to develop a completely new offering.”
Tinder's parent company Match Group Inc. has experience with high-priced subscriptions for some users. In 2022, it bought The League, an invite-only dating app that targets “ambitious, career-oriented singles.” The League has a VIP plan that costs $1,000 per week. The company previously said the success of The League's high-price subscription made Match Group rethink how it could address “high-intent users” on its other apps like Tinder.
Match Group President Gary Swidler said at a Citi conference earlier this month he expects Tinder Select to only attract “a relatively tiny amount of new payers,” but he said it will have a significant impact on revenue. Tinder's current “power users” — the top
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