Tinder plans to make dating more affordable for older people

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Tinder says it will no longer charge older users more to use Tinder+, following a new report questioning the dating app’s practice of charging older users “substantially more.”

The report relied on “mystery shoppers” in six countries — the United States, the Netherlands, New Zealand, Korea, India and Brazil — who signed up for Tinder+ and reported back how much the app charged for the subscription. According to the report, Tinder users between the ages of 30 and 49 were charged an average of 65.3 percent more than their younger counterparts in every country except Brazil.

The online dating platform offers three tiers of subscription (Tinder Plus, Tinder Gold and Tinder Platinum) and à la carte features like Super Like and Boost. In 2022, the company is testing ways to offer the ‘See Who Likes You’ and ‘Passport’ features on an à la carte basis. Tinder said younger users were offered subscriptions at different rates in order to “make Tinder affordable for those in school or early in their careers.” The company said it ended the practice in the US, Australia and UK, and that it plans on “eliminating age based pricing for all of our members in all markets by the end of Q2 this year.” The company says it never used other personal or demographic info to determine rates.

The company’s internal pricing tests could have “impacted the findings,” and noted that prices are “typically” lower on Tinder’s website than in App Stores due to Apple and Google’s commission structure. Going forward, Tinder says it plans to offer more “a la carte” features, rather than pricier subscriptions that bundle multiple capabilities. The app also recently introduced “coins” to allow users to make one-off in-app purchases.