The upcoming subscription tier incorporates custom location boundaries and extra filters to give daters greater control over who they meet. Match Group Chief Financial Officer Steve Bailey highlighted that while each paying user generates roughly double the revenue seen on Tinder, Hinge still converts a much smaller percentage of its overall audience. The strategy directly counters user fatigue by pairing lower costs with expanded social formats like Group Hangouts.
Key points
Match Group is shifting focus toward price-sensitive daters after previously experimentin…: Match Group is shifting focus toward price-sensitive daters after previously experimenting with higher-cost membership options.
New subscription features will emphasize user control through tools like custom location…: New subscription features will emphasize user control through tools like custom location boundaries and specialized filters.
Broader product roadmaps include non-traditional matching formats such as Events and real…: Broader product roadmaps include non-traditional matching formats such as Events and real-time adaptive recommendations to combat swiping fatigue.
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Hinge is testing a cheaper subscription plan as its parent company Match Group looks for new ways to get users to pay for dating apps at a time when people are increasingly tired of subscriptions and, in some cases, dating apps altogether.
During its third-quarter 2026 earnings call on Monday, Match Group said the new Hinge tier will include features such as additional filters and custom location boundaries, giving users more control over who they see and where they meet people.
“It’s designed for women in particular, but also for price-sensitive users,” said Steve Bailey, chief financial officer of Match Group. “Remember that Hinge is one of the highest-priced products we have. The revenue per payer, for example, at Hinge is almost twice that of Tinder, around $30. It also has one of the lower payer penetrations. Its payer penetration is only slightly more than half that of Tinder.”
Match Group didn’t share how much the new subscription will cost. TechCrunch has reached out to the company for more details.
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