Tinder has unveiled an exclusive $500 per month subscription service for the dating app’s most active users, with access to features such as “VIP” search, matching and conversation.
Tinder Select, which originally launched in 2017 as a free, invite-only tier for “beauties and celebrities,” now costs $6,000 a year for its services. according to Bloomberg News.
According to the company, the new pay-for-play tier has been offered to less than 1% of Tinder users.
The Tinder Select subscription is one of four paid tiers the app offers, with prices starting at $24.99 per month.
“We know that there is a subset of very engaged and active users who prioritize more effective and efficient ways to find contacts, and so we have been conducting extensive testing and feedback with this audience over the last few months to develop an entirely new offering,” said Tinder said Chief Product Officer Mark Van Ryswyk.
The post has reached out to Tinder for comment.
In July last year, Match Group, Tinder’s parent company, acquired The League, an exclusive dating app “with a curated member base focused on matching career-focused users looking for a serious relationship,” in a deal Deals worth around $30 million.
The success of The League, which offers a VIP plan that costs $1,000 a week, has reportedly inspired Match Group to introduce a new, exclusive tier for “interested users” of Tinder.
Raya, another app aimed at celebrities and high-profile bachelors, offers several plans ranging from $10 per month to $350 per year.
Gary Swidler, the president of Match Group, whose portfolio includes the dating app Hinge and sites like OKCupid and Match.com, said at a business meeting earlier this month that Tinder Select is expected to attract “a relatively small number of new payers.” .”
Still, the company expects to grow sales, which have slowed in recent months.
Match Group said the number of subscribers to its dating apps fell in each of the last three quarters, although average revenue per user increased year-over-year, Bloomberg News reported.
The company’s share price has fallen nearly 15% in a year.