Introducing Tinder Plus, A New Premium Service

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It was only a matter of time before Tinder started monetizing its service. And that time, apparently, is now.

Tinder Plus, the dating app’s first foray into the brave new world of freemium monetization, just launched for $9.99. The new update adds at least one highly requested feature alongside a few others designed to improve the experience.

“The most-requested feature we get is a button to go back and have a second chance with people that users swipe left on,” said co-founder Sean Rad told TechCrunch last year. “Everyone has wanted it from the beginning. It’s absolutely at the top of the list.”

Tinder Plus' new Rewind function lets users go back to the most recent person they swiped left on. If you decide you made the wrong choice, you can pay a little extra to bring them back and get a second chance. Your long-lost love may not be so lost, but only if you're willing to cough up the cash to meet them.

Also included is a Passport feature, which lets users search for matches anywhere in the world instead of being limited to their actual location.

“We often hear that people want to be able to start swiping in a location before they’ve left to go on a trip or vacation, and that once they’ve actually made a meaningful connection with someone in a new location, their trip has come to an end,” said Rad. “We also hear people saying that they want to get recommendations for places to go and where to eat in a new city, and Tinder Plus can do better at that.”

Another interesting update, at least from a business standpoint, is the fact that Tinder Plus will remove ads from the network. You knew it had to happen eventually, right? Re/code reports that Tinder is working on a long-awaited ad product that Greg Blatt, chairman of IAC’s The Match Group, expects to be “a meaningful part of the mix” for the company's revenue.

Rad told the Evening Standard that he believes heavy Tinder users are willing to pay for enhanced service. "There are users that are just so active — they are just almost addicted to the platform," he said. However, he also acknowledges that Tinder Plus won't appeal to all users. "These features aren’t something that everyone is going to want to use, and we sort of don’t want everyone to use them."