Hinge users may soon have access to a more affordable subscription tier. The app’s parent company, Match Group, announced Monday it is testing a new feature geared toward women. During its third-quarter 2026 earnings call, Match Group said the new tier will give users more control through additional filters and custom location boundaries. “It’s designed for women in particular, but also for price-sensitive users,” Steve Bailey, chief financial officer of Match Group, said during the call. Hinge currently offers three tiers: a free version with limits on filters and daily likes, and the more customizable Hinge+ and HingeX, priced at around $89.99 and $99.99 for three months, respectively. Tinder offers similar subscription tiers, with Tinder Plus and Tinder Gold offering perks like unlimited swipes and top picks for around $25 and $35 a month respectively. “Hinge is one of the highest-priced products we have. The revenue per payer, for example, at Hinge is almost twice that of Tinder,” Bailey added. “It also has one of the lower payer penetrations. Its payer penetration is only slightly more than half that of Tinder.” The company did not respond to Fast Company’s request for additional details about the new lower-cost subscription tier. Hinge’s new, lower-priced offering comes as consumers grow increasingly frustrated with the dating ecosystem. According to a February 2026 Harris Poll, 72% of Americans feel that romance is a transaction due to dating apps, while 77% feeling like dating has become a marketplace. But despite the pushback on dating apps, Hinge’s monthly active users are up 12% year over year, with the new tier presenting a more affordable version for the growing user base. While Tinder is still bigger, with around 8.9 million paid users, its base seems to be shrinking, with its paid users down 4% from last year. Tinder has since leaned on a different strategy to keep users entertained including in-person experiences to combat user burnout, shifting the focus away from swiping. Match Group also owns other major dating platforms including Tinder and OkCupid.
Curated from Fast Company. Classified as Business & Technology by AI, which sometimes makes mistakes.
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