Tinder opens doors to exclusive $499 monthly membership

Tinder now provides a premium monthly subscription option called Tinder SELECT, available to users who are invited and pass the application process. This exclusive membership, priced at $499 per month, offers additional perks not available to regular users. Subscribers can access the app's "most sought after profiles," send direct messages without matching first, get early access to new features, disable ads, and display a SELECT badge on their profile.

Tinder has been gradually expanding its user base since sending out the initial batch of invitations in September, but the option to apply remains highly exclusive, with less than 1% of the app's users being accepted.

However, simply receiving the invitation and being willing to pay almost $500 is not sufficient to access the new tier. Online daters interested in joining must first submit an application and meet a rigorous set of requirements, such as having a profile filled with listed interests, a minimum of four photos, a bio of at least 15 characters, and a declared relationship goal.

According to a February report from the Pew Research Center, one in five adults in committed relationships claim to have met their partner through online dating, and approximately one third of online daters have reported paying for an app.

Tinder, which was introduced in 2012, is the most popular dating app in the US. It is used by 79% of online daters under the age of 30.

According to experts, paid subscriptions are an effective way to connect with other individuals who are serious about dating, especially amidst the overwhelming multitude of profiles found on apps that are just for entertainment. They also note that free online dating is a relatively new concept that users have quickly become accustomed to.

Tinder has caused a significant change, "conditioning people to anticipate that online dating should be free," according to Damona Hoffman, an online dating coach and author. She noted that traditional matchmakers are much more expensive.

Hoffman explained that resistance to paying for online dating subscriptions "stems from the fact that many daters have unrealistic expectations" about what they can achieve from a free dating app.

Hoffman suggested the need for a way to distinguish committed users from those seeking entertainment, emphasizing the importance of providing value for payment. He also emphasized that the new paid option, SELECT, is not meant for casual hookups but for serious users. In addition to SELECT, Tinder offers other paid membership levels like Plus, Gold, and Platinum, with prices ranging from $4.99 to $11.99 monthly, allowing users to add SELECT on top of their existing subscriptions for additional perks.

Dating apps offer additional tiers with features that promise more matches, improved conversations, and increased chances of finding a partner. These features are often labeled with terms like "Super Likes" and "Skip the line." While some argue that a paid subscription is beneficial, others believe that lower-tier options may suffice. Experts suggest that the free version can be sufficient, but may require more time and commitment.

According to online dating expert Julie Spira, the freemium version of Tinder is suitable for those seeking a serious relationship but cannot afford the subscriptions and have the time to search for a match. She recommends signing up for the premium version if you have the budget and lack the time to do it on your own or want to connect with others at that level. Tinders shift towards paid subscriptions reflects a larger trend in the dating app industry.

Match Group, the parent company, has introduced costly paid tiers to its other apps. The League now offers a $999 weekly VIP option, marketed towards career-focused daters, while Hinge has a $50 monthly option. Raya, the exclusive dating app with numerous celebrity users, also offers a $50 monthly option. The introduction of these paid tiers comes as Match Group has faced challenges in meeting expectations, despite a 9% revenue boost in the third quarter when the new tiers were launched. The company has since fallen short of its fourth-quarter forecasts, as reported by Reuters.

Match said in October it expected total revenue for the end of the quarter below $865 million. Analysts expected over $890 million.