Hinge Debuts a New High Priced Subscription Plan for Motivated Daters

Dating app Hinge has introduced a $60 per month subscription plan for “highly motivated daters,” offering the app’s most premium service for a hefty price tag.

The new plan will offer subscribers more exposure and better recommendations for potential matches, according to Bloomberg who broke the story. For example, top-tier subscriber “likes” will be seen before others’ likes, giving them quicker access to people who interest them.

The new tier pricing almost doubles the cost of the existing premium service of $35 per month, but is still well below matchmaking rates, which run thousands of dollars per month. The new plan was mentioned in an earnings call in November, and while the company confirms it will be launching, it has not been officially announced.

Match Group executives on the call said the new pricing plan "will unlock priority access for their most intentioned users who have a higher propensity to pay," according to Bloomberg.

Match Group also confirmed that the company is testing a version of Tinder that would cost roughly $500 per month, though no additional details were shared. It has been speculated in the past that Tinder was looking into offering matchmaking or more customized services, which could be part of this offering. 

The move comes as parent company Match Group struggles with its star app Tinder, noting on the same earnings call that Hinge is the company’s “bright spot” due to its recent growth. It’s become the third most downloaded app in the U.S. behind Tinder and Bumble, and is growing in the European market as well, according to Tech Crunch.

With help from the new ultra-premium subscription plan, Mach Group projects that Hinge will deliver at least $100 million in incremental revenue in 2022, but so far, admitted that with the war in Ukraine and inflation they were about $15 million behind, according to Tech Crunch.

Match Group has struggled recently with Tinder’s slow revenue growth, and Match Group CEO Bernard Kim has brought on a new executive team and shifted focus from expensive initiatives like Tinder Coins and metaverse dating back to ways the dating app can generate additional revenue. It looks to be maximizing Hinge’s revenue potential too.

“We like subscription monetization opportunities with Hinge — with the Hinge user base. As with any big changes to tiers, we’ll continue to optimize the offering throughout 2023,” Kim said during the November earnings call.

The company did not share many details about the new pricing tier for Hinge, but did say it will be rolled globally “after the new year.”