The dating app’s new offering will reportedly give users access to features like exclusive search and matching.
The new subscription offering, called Tinder Select, is being offered to less than 1% of users, which the company claims is to ensure users enjoy “exceptional connections”. It will set you back US$500 (AU$778)
The new membership options gives users access to a host of new premium features, like the ability to direct message up to 2 times a week without having to match first and the ability to “see and be seen by Tinder’s most sought after profiles”.
To apply for the membership, users will need to have 5 interests, 4 pictures, a bio of a minimum of 15 characters, a relationship intent and be photo verified. While Tinder said applications for the subscription are open on a rolling basis, the company’s current Select website says it’s not accepting applications yet.
“We know that there is a subset of highly engaged and active users who prioritize more effective and efficient ways to find connections,” Tinder’s chief product officer, Mark Van Ryswyk, told Bloomberg. “So we engaged in extensive tests and feedback with this audience over the past several months to develop a completely new offering.”
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Tinder’s parent company, Match Group, pulled in about US$830 million in revenue during the second quarter, which beat estimates by about 2.24%. Tinder pulled in about US$475 million in direct revenue, which the company attributed to its new marketing campaign, ‘It Starts with a Swipe’. But Tinder also saw paying customers drop off about 4% year-on-year to 10.5 million.
But the new offering comes about a year after Match Group acquired high-end dating app, The League, for US$30 million. That app has membership options ranging from US$99 a week to US$1,000 per week. At the time, Van Ryswyk told Fast Company that The League showed Tinder there were “high intent members” who were looking for quality matches – and would pay a hefty fee for them.
The company is also reportedly planning a product refresh to cater to its Gen Z audience, with new features like prompts, quizzes and conversation starters to drop later this year.
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