Since the pandemic, singles say finding a partner is complicated. More complicated than ever. That’s why applications like Tinder have hit the big time since 2020. If they were already money-making machines, the new goal is to line offices with gold.
For those of us who have been with a partner for more than 10 years, apps like Tinder are real mysteries, but the reality is that it has hooked millions of young people who see this tool as the only solution to singleness.
500 to find your fairy tale princess
Tinder is working on a very expensive subscription offering that seems explicitly aimed at those with enough money to pay to meet influencers or singles of some fame.
On Monday, a report from Fast Company confirmed that the company is still testing the $500 per month subscription called “tinder vault”. This subscription level would be used to meet other singles who pay that kind of money, which would indicate a certain status.
The feature is still in early stages and the company is leaving itself room to change the name, price or any other aspect of this potential offering, the leakers explain.
This information has also been leaked via Reddit. TOccording to the leaked code, users who pay $500 a month or $5,000 a year get “special status” and a “priority pass” that appears to involve even more profile boosts than the other Tinder subscription tiers.
In addition to priority on other users’ feeds, the proposed services include a “personalized concierge service” that would act as a sort of 24/7 advisory service.
There is also a “premium passport” that would give users access to their “most active and influential members”.
Tinder and class struggle: being handsome is not enough
TO “Tinder, but for rich people” is not entirely out of reach for Tinder owner Match Group. The dating app conglomerate owns a number of dating apps, including Hinge and OkCupid, and last year bought dating platform The League.
That app comes with some fairly expensive login options and the app describes itself as “high-powered people who are ready for a long-term relationship.”
Reports claim that The League’s subscribers have remained steady despite all the playoffs in high-paying sectors like tech, so it seems the company is still betting on the Vault concept. The upper class remains high despite layoffs and the rich like to flirt.
Tinder has been on something of an existential journey of self-discovery since last year, after Renate Nyborg, the company’s former CEO, announced she was leaving Tinder. Lately, Tinder is starting to look more like Hinge, as it tries to move away from the image that Tinder is only for flirting.
Last year, Match Group reported that its total revenue was down 2% compared to the same period in 2021.
TOlong with expanded discovery features, its product roadmap mentions “premium subscription features” and “premium discovery preferences” in the “expanded monetization” category.
Little by little, Tinder is going to become more and more like real life, where purchasing power creates classes and where people prefer to stay within the same social stratum or higher, never the other way around.
If you have $500 to spend a month on dating, it stands to reason that you don’t want to match with someone from a lower class… or so they think on Tinder’s board.
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