In a bold move aimed at catering to a select segment of its user base, Tinder has rolled out a high-end subscription tier, dubbed “Tinder Select,” with a hefty monthly price tag of $499. This premium offering, which promises exclusive search and matching features, has been reported by Bloomberg as the latest addition to Tinder’s subscription lineup.
Exclusive Access for Elite Few
Tinder Select, which comes with an astronomical price point, is reserved for an exclusive group of users, constituting less than 1% of the dating app’s most dedicated and active members. The company made this announcement on Friday, marking a significant pivot towards a more upscale dating experience within the Tinder ecosystem.
VIP Treatment: What’s Inside Tinder Select?
While specific details about the features offered under Tinder Select remain shrouded in mystery, the subscription promises “VIP” search, matching, and conversation capabilities that are conspicuously absent from the existing paid plans. This move is aimed at providing a more streamlined and effective dating experience for those willing to invest in their quest for connections.
Ongoing Applications and Other Subscription Tiers
Tinder has also revealed its intention to accept applications for Tinder Select continuously. For those not inclined to opt for the exclusive tier, the platform still offers three other subscription tiers, with prices starting as low as $24.99 per month, as listed on its official website.
Tinder’s Drive for User-Centric Innovation
Mark Van Ryswyk, Tinder’s Chief Product Officer, expressed the company’s rationale behind this move, stating, “We know that there is a subset of highly engaged and active users who prioritize more effective and efficient ways to find connections, and we engaged in extensive tests and feedback with this audience over the past several months to develop a completely new offering.”
Match Group’s Strategic Approach
It’s worth noting that Match Group Inc., the parent company of Tinder, has a history of offering expensive subscription models to specific user segments. In 2022, Match Group acquired The League, a dating app known for its exclusivity, requiring invitations for membership. The League boasts a VIP plan with a staggering cost of $1,000 per week. Inspired by the success of this high-priced subscription model, Match Group has extended its premium offerings to Tinder’s user base for those seriously committed to their dating journey.
Future Plans and Gen-Z Attraction
In addition to these subscription updates, Match Group has hinted at more changes in the pipeline for 2023, particularly aimed at attracting younger Gen-Z users. Bernard Kim, Match Group’s CEO, disclosed this strategic direction during a recent presentation to investors at the Goldman Sachs Communacopia Technology Conference in San Francisco, according to Bloomberg. The company’s ongoing pursuit of innovation and tailored experiences reflects its commitment to remaining at the forefront of the online dating industry.
As Tinder’s foray into the luxury dating sphere unfolds, it remains to be seen how this exclusive offering will resonate with its user base and whether it will become a game-changer in the world of digital matchmaking.
