Tinder has introduced an exclusive subscription service called “Tinder Select” priced at a staggering $500 per month, targeting its most active users. Initially launched in 2017 as an invite-only tier for “hotties and celebrities,” Tinder Select was free, but it will now cost users $6,000 per year, as reported by Bloomberg News. This high-cost subscription service is offered to less than 1% of Tinder’s user base.
Tinder Select is just one of four paid tiers that the dating app provides, with prices starting as low as $24.99 per month. According to Mark Van Ryswyk, Tinder’s Chief Product Officer, the new offering is the result of extensive testing and feedback with highly engaged users who prioritize more efficient ways to find connections.
Match Group, Tinder’s parent company, had previously acquired The League, an exclusive dating app focused on career-oriented users seeking serious relationships. The League offers a VIP plan costing $1,000 per week. The success of The League seemingly inspired Match Group to introduce a new, exclusive tier for “high-intent users” on Tinder.
While Tinder Select is not expected to attract a large number of new paying users, Match Group anticipates that it will contribute to revenue growth. The company has faced a decline in subscriber numbers in the past three quarters, although average revenue per user has increased year-over-year — Match Group’s stock price has also experienced a 15% decrease in the past year.
Tinder’s move into the high-end subscription market reflects a broader trend among dating apps, where exclusive features and services are being offered to a select group of users willing to pay premium prices. This approach aims to diversify revenue streams and boost profitability in a competitive industry.
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