Memberships

Tinder, one of the world’s largest dating platforms, has been available to users as young as thirteen since the app launched almost four years ago. Tinder’s practice of letting teens use its app has been an anomaly in the industry, and one that hasn’t gotten as much attention as its reputation for quick hook-ups. But as of this month, the company has raised its minimum user age requirement up to eighteen.

This leaves many people asking: Tinder, what took you so long?

Online dating has been the subject of both opportunity and scorn in recent years. It's been a great way for people in different social circles to meet and expand their networks, but it has also posed a security risk, mostly due to a small percentage of users misleading other online daters by setting up fake profiles. Understandably, this has caused concern among parents whose teenagers have been using the popular dating app to find others to meet.

Tinder’s age verification is tied to Facebook, and the app has only let users who are younger than 18 see other users who are between the ages of 13-17. This would be fine in theory, but in practice it’s another story. This works only if the underage user has also set up a Facebook account with an accurate profile in which they reveal their real age. However, there is room for abuse if someone sets up a fake profile on Facebook, claiming to be eighteen or older, in order to continue using the app while underage.

Also understandably, this poses a problem for Tinder users who are reaching out to other users who they believe are age appropriate, only to find they are still teenagers. So while the restrictions are a move in a positive direction, it’s not a foolproof protection against fake profiles and catfishing.

All of the other popular online dating sites, including Match, eHarmony, and POF (Plenty of Fish) have had restrictions in place from the beginning when it comes to the ages of their users, and they all have a minimum requirement of eighteen. POF takes it one step further – if you are a female between 18-21, no guys over 30 years old can message or contact you over the service.

Tinder is attempting to make its platform a little more user-friendly, female-friendly, and age appropriate. It is also aiming to make daters of all sexual and gender identities feel more welcome. Recently, the company announced its plans to include transgender identification in profiles along with preferences.

So why did Tinder allow younger daters to use its app? Like all online dating services, it’s about the numbers. But since Tinder has a popular brand and large database of users now, it’s time they put the restrictions in place.

For more on this dating app, chck our our review of TInder.

According to a recent article in Bloomberg News, Tinder expects its paid subscriber base will double by the end of the year.

The Tinder app is free to use, but about 1 million users are currently paying for its tiered service, which provides special features, such as the ability to “super-like” a profile. Super-like allows you to let the person know you think they are extra special, instead of just swiping right as usual. Other paid features include “Rewind” where users can return to a previous profile they swiped left on, or rejected, for the opportunity to choose differently.

Tinder announced recently that it will launch a new social feature to its app to connect groups of friends who share common interests. There is no news on whether that will be part of its free platform or a new paid feature, too.

Gary Swidler, chief financial officer of Tinder's parent company, Match Group Inc., described efforts to monetize the dating app as being "ahead of schedule."

Subscribers aren’t Tinder’s only source of income. The company originally started drawing revenue from ad sales.

Tinder’s huge database of more than 9 million daily users and its well-known brand, especially among the coveted Millennial age group, makes the app a great advertising vehicle for many companies looking to expand their brand awareness. Users of the service spend roughly 35 minutes per day on the app and swipe left or right 140 times, according to company executives. This means a captive audience, which is also appealing to marketers.

While Tinder will continue to sell advertising over its platform (one of the drawbacks of using the free app), they will also push forward with gaining more subscribers and developing more paid features. Tinder garnered criticism last year for charging more money to users over 30, but the company has not since changed its pricing policy.

Because of the growth in Tinder’s revenue, the management team told Bloomberg they feel confident in adding new features to the service and “taking some swings,” in terms of taking chances with the features. The company admitted it hasn’t made any significant changes to the app since adding the “Super-like” feature last November, though recently they were testing the social feature which links you through your Facebook friends to other friend groups and garnered criticism for its lack of privacy. (Users could see their Facebook friends’ Tinder profiles without their knowledge.)

Tinder is owned by Match Group, which also owns popular dating platforms Match, OkCupid, and Plenty of Fish.

Tinder might be the dating app giant, but other dating apps are seeing success by catering to specific market needs that don't involve endless swiping.

Last month at Tech Crunch Disrupt, a panel of dating app CEOS gathered to discuss the industry, trends, and how things are changing – they think for the better. Specifically, the talk was given by three female CEOs about how women are changing the dating app game: Whitney Wolfe from Bumble, Dawoon Kang from Coffee Meets Bagel, and Robyn Exton of Her.

One thing to note: while these are all dating apps, they made sure to point out that their focuses and application are different. Bumble is a female-centric dating app similar to Tinder and free to use, although the company is looking for ways to monetize the app without resorting to all-paid memberships or advertising. Wolfe says that they have noticed an interesting trend among users: that they are looking for friendships, too. Right now, Bumble’s platform allows you to look for friends as well as dates, but soon they will be rolling out a feature that includes finding groups with similar interests.

Coffee Meets Bagel is an app that stresses quality over quantity, allowing only one match per day, and giving the users only twenty-four hours to accept a match. Kang is focused on the success of the matches, which she says only helps other people spread the word about the app. She is rolling out a paid feature that lets daters use an A/B test to see which photos they should put on their profile. Right now, users can also pay for a premium membership, which includes more matches and other incentives.

Her is aimed specifically toward female dating in the LGBTQ community. Exton points out that they have been lucky to be able to focus on one gender when studying patterns for dating and befriending people over the app. The app offers users a community – with news of local events, social networking, and dating applications.

All three CEOs agreed that a more nuanced approach to features is the key to an app’s success, designed to benefit a specific group of users, whether that is women, same-sex daters or people looking for friendship.

Despite the popularity of Tinder and our swipe-happy culture of dating, there is still room in the market for other players – even new apps. Most people (while they do still use Tinder) are looking to other apps to help fill a need that they feel Tinder isn’t serving. Whether daters have concerns about security, or are looking for an app that offers more than photos, or look to a niche market (like Farmer Dating) to satisfy their particular requests for mates, many more apps are launching and some are seeing success.

Competition, no matter how saturated the market, is always good for the consumer.

How do you know if that cute guy you matched with on your dating app is really who he says he is? The hard truth is – you don’t, at least until you meet in person.

One consistent issue with online dating (and social media in general) has been users setting up fake profiles. Often, these fake profiles are used for catfishing – or targeting and scamming other users or members of the same service. Online dating site Badoo has decided to address the problem with its own newly-launched photo and profile verification system.

Many online daters in the U.S. have heard of OkCupid or Tinder, but they haven’t heard of Badoo. Despite this, it is a global giant in the online dating industry with 300 million registered users in over 190 countries, bigger than all of the popular U.S. dating services – even Tinder. Plus, the company has 400,000 signups every day, mostly in Europe and South America.

According to Badoo, the new verification system will hopefully eliminate catfishing from the service altogether. When a new user signs up, they are asked to verify their profile. Badoo then sends them a request for a photo – and the new user has to perform a specific gesture that Badoo assigns. (The company notes that it is a unique and specific gesture, not a common one like a “thumbs-up.”) Badoo will then make sure it's you by looking at the other photos on your profile along with the unique pose. You may even be asked to do another pose. The whole process takes less than a minute since the company has 5,000 moderators worldwide checking them out, so it’s pretty efficient.

If a user chooses not to verify a photo, they could be excluded from other users’ views who only want to connect with verified profiles.

The new verification system is another step in Badoo’s strategy to appeal to female online daters. With the verification system, Badoo intends for female daters to feel more secure in signing up and using the service, since they are often the ones who are targeted with fake profiles and messages.

This seems to be a strategic move. The company recently bought popular female-centric dating app Lulu, where women rate the men they date for other women, as a referral or warning system, depending on how you look at it. Badoo’s head Andrey Andreev hired Lulu’s founder Alexandra Chong as President of Badoo, and the company intends to set up a U.S. office to attract more of a presence in the States. According to TechCrunch Andreev also has invested in Bumble, another female-friendly dating app.

The new version of Badoo is available in the iTunes store, Google Play, and the Windows store.

Norway’s consumer authority has spoken out against Tinder’s current terms and conditions by filing a formal complaint against the company.

The Norwegian Consumer Council insists that the popular dating app is not protecting its users, granting sweeping ownership rights and control over users’ data. Some of the terms and conditions Tinder users agree to when downloading the app include allowing Tinder change its terms without notifying users, and allowing the app to delete users’ accounts without justification. The Council also points out that users aren’t allowed to delete their own accounts if they want to (which could allow Tinder to inflate their own numbers by potentially counting inactive profiles).

While these policies are spelled out in Tinder’s current terms and conditions, most people aren’t taking the time to read through or really understand how their data could be used. And Norwegian authorities want to call the company out on the practice.

Another sticking point for Tinder according to the Council is that the minimum user age is listed at 13, which country officials consider too young, especially when it comes to understanding complicated online privacy issues.

While Tinder is arguably the most successful dating app, its popularity soared in part because the app was free for those who downloaded it. Access to data from its user base is one of the ways Tinder can make money. A revenue model they use includes offering targeted (data-driven) marketing.

According to a recent article in Fortune, this isn’t the first complaint about app and social media privacy policies from governments outside the U.S. In France earlier this year, the consumer organization UFC-Que Choisir asked French data protection authority CNIL to investigate dating app Happn over its data-collection practices. And the German antitrust authority launched a complaint against Facebook over its “unfair” terms and conditions, on the premise that it is dominates the social networking market and has an unfair competitive advantage.

While Tinder doesn’t have a European operation, it does offer the app in Norwegian language and it is available in Norway’s app store, so it does have to abide by the country’s regulations when selling to its market.

If Norway’s officials consider the case against the company, it may order Tinder to change its terms and conditions or face penalties. Tinder said it makes every effort to comply with local and national regulations. The company released a statement that read: “If and when authorities bring up larger privacy concerns, we always take them into consideration and, if applicable to our users, take steps to implement any necessary changes. We are committed to protecting our users’ privacy and strive to uphold a fair and trusted privacy policy.”

For more information on this dating app please read our review of Tinder.

In the days before online dating became the go-to method of finding love, our efforts were confined to more analog approaches. One-off hookups were found at bars as “Last call!” was announced. Blind dates were arranged by friends and family. High-status singles met at professional events and private clubs.

These days, the dating landscape is drastically different. Those same high-status singles no longer mingle behind velvet ropes. Instead, there's an app for that. Young professionals looking for suitable mates now flock to dating services that cater to an exclusive clientele. Don't meet their standards and you won't be granted entry.

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