Dating app Hinge, which is owned by Match, has confirmed that it is testing premium subscriptions that cost between $50 and $60 per month. The company previously hinted at the new service during Match’s third-quarter 2022 earnings call, calling it Hinge, the equivalent of Tinder’s top-tier “platinum” subscription, and increasing revenue per payer. was advertised as having the potential to make the .
Bloomberg first reported the news of the premium offer, which was confirmed by a Match Group spokesperson.
Hinge refers to paid subscriptions as “motivated daters” who are willing to pay for features to increase their exposure on the app or enable them to receive better recommendations. The company said it was looking to For example, a subscriber’s “likes” will be seen sooner than others, the report notes.
While Match’s flagship app Tinder leads the company in terms of revenue, Match cites Hinge as a “bright spot” in the last quarter. The dating app is more focused on those interested in relationships, making him the third most popular app by downloads in the US. In the last few months, the app has been localized outside the US and launched in Germany and other European markets, gaining a lot of attention. It’s also one of the key apps Match hopes will help offset the decline seen with some established brands and his Hyperconnect acquisition in 2021.
The company said it will invest more in marketing in the U.S. and internationally in the fourth quarter to help further grow the brand. It expects to earn $100,000 in earnings, the company told investors on its November earnings call.
Match shared some details about the subscription itself during the call, only pointing out that it will begin rolling out globally after the new year.
“We love the subscription monetization opportunity on Hinge. Hinge’s user base. We will continue to optimize the service throughout 2023, just as we have made significant changes to our tiers,” said Match. CEO Bernard Kim said in a phone call.
However, the company admitted that Hinge is about $15 million behind its 2022 target. This was largely due to foreign exchange headwinds, particularly the impact they had on the pound. The company said it would update investors on Hinge’s earnings this year on its fourth-quarter earnings call in February.
Bloomberg reports that Tinder is testing a $500 monthly plan, which Match confirmed, but declined to provide details.
