Could the key to finding love be a $500/mo subscription? Maybe on Tinder.
On Friday Tinder announced Tinder Select, a $499/mo subscription plan for the dating app that gives users access to exclusive features.
Specifically, the exclusive tier gives users the ability to send DMs to people they haven’t actually matched with you (provided they haven’t opted out of this feature) and see and be seen by “Tinder’s most sought-after profiles.” Additionally, people you like will see your photo unburied in their “Likes You” grid where you’ll remain for 7 days, and you’ll get a special “Select” badge on your profile so everyone will know you have enough disposable income to spend $6,000 a year on Tinder.
You’ll also be able to hide ads, because, you know, you’ve spent a ton of cash to use the app.
Tinder plans to open up applications for Tinder Select on a rolling basis. To qualify for the high-priced account, you’ll need to meet the company’s “5-Point Select Screen” for profile quality which means you have to be photo verified, show relationship intent, and have at least 5 interested, 4 pictures, and a bio that’s at least 15 characters.
Once approved you’ll get an email from Tinder where you can “unlock” the feature after you’ve provided credit card info to cover that subscription charge.
Worth noting, Tinder Platinum, the company’s previous top subscription tier is just $30 a month and also offers the ability to hide advertisements as well as unlimited likes, the ability to see how likes you have, and the ability to message users before matching with them.
In 2022, the company purchased The League an invite-only dating service that has a $1,000/week VIP plan. Bloomberg notes that Match Group, the owners of Tinder, have previously said that the high-cost subscription tier made them look at how they could target “high intent users” on apps like Tinder.
Match Group has seen declining subscriber numbers for the past three quarters; however, has been able to increase its average revenue per user over that same time period.