Tinder: The Best Dating App now has More than one million people now pay for Tinder's premium tier, according to its parent company Match.
Match, which is also the parent company for other dating services such as OkCupid and Match.com , report points out the fact that Tinder is clearly the most lucrative services of the lot.
In its latest quarterly earnings report, Match beat Q1 revenue estimates, and one interesting metric was the continued growth of Tinder Plus. The number of paying users is a small fraction of Tinder's overall user base, which is estimated to be more than 50 million users worldwide . But at $9.99 per month for users under 30 in the US, with discounts if you lock into longer periods (it's $4.58 per month for a whole year), Tinder Plus is a significant source of revenue.
While being able to swipe right to your heart's content is Tinder Plus' most appealing feature, the service also removes ads, lets you reverse a previous swipe, and allows you to change your location. These features may sound trivial, yet their appeal is central to Tinder's growth. A boost in paid members shows the app is shedding its image as a shallow hookup platform and may be tapping into the types of audiences who have long gravitated to more personality-driven dating services. Still, Tinder does not appear interested in removing its core swipe feature, which lets you decide at a moment's glance whether you'd like to match with someone based solely on their physical appearance.
Speaking to The Verge, Match CEO Greg Blatt said that Tinder still has a lot of potential without eating into Match’s other dating related properties. “Tinder is a huge category expansion story. The category expansion far outweighs any cannibalistic impact,” said Blatt.