hinge parent company, playgroupintroduces a so-called “Motivated Dater Feature” for users who are looking for it find true love. The app, which was first launched in 2011, has seen a significant increase in the number of users on the dating platform, particularly among Gen Z users. Bloomberg reported.
The app will still be free for regular users, but those eager to invest in love can subscribe to the new tier, which could cost up to $60 a month, almost double the $35 Dollars users pay for the current paid version.
Match first introduced and equated the new subscription option in its third-quarter earnings discussion last November Tinders Premier Platinum Subscription. The company suggested that the new option would make its sales “significantly higher.” TechCrunch reported.
People familiar with the matter at Hinge said in an email to Gizmodo that Bloomberg’s reports on the tiered subscription are accurate and, according to the outlet, will be rolled out in the first quarter of this year.
Subscribers who upgrade to the new tier are essentially put at the top of the line for profiles they like and seen faster by those users. You’ll also get more specific recommendations for other profiles that Hinge thinks would be a good fit.
Match has also started testing a version of Hinge’s new subscription tier on its other dating app, Tinder. However, the extended subscription would cost around $500 per month and would include a waiting list for other users to join when the version is released to the public.
The company will offer Test Tinder users who have a “high willingness to pay,” Bloomberg reported, adding that Match expects the tier to bring in $100 million in revenue this year.
Though Tinder generates the majority of Match’s revenue, the company said Hinge was a “bright spot” last quarter as it became the third most popular downloaded app in the US, TechCrunch reported.
The launch of Hinge’s tiered subscription comes as the app expanded to international markets like Italy, France, and Germany, resulting in a 42% increase in revenue of approximately $285 million over the past year.
According to Bloomberg, Match’s chief executive officer, Bernard Kim, said on a earnings call on the third quarter that the company has plans to continuously expand into other countries and “new markets,” adding that this “accelerates the growth of Hinge should push forward in the years to come. ”
https://gizmodo.com/hinge-tinder-dating-app-swipe-right-online-dating-1849997162 Hinge Tests if Money Can Buy Love