In a bold move aimed at catering to its most discerning users, Tinder has introduced an exclusive $499 monthly subscription tier called Tinder SELECT. However, access to this premium service is not open to all. Only those who receive a coveted invitation and successfully pass a rigorous application process gain entry to this highly exclusive club.
Tinder SELECT offers a range of enticing perks that go above and beyond what’s available to the average user. For nearly $6,000 a year, subscribers have the unique opportunity to engage with the app’s “most sought after profiles,” enabling them to both see and be seen by these highly desirable users. Additionally, SELECT members can send direct messages to other profiles without the need for a mutual match, enjoy early access to upcoming features, eliminate advertisements from their experience, and proudly display a SELECT badge on their profile, announcing their elite status to the Tinder community.
Since its initial introduction in September, Tinder has been gradually extending invitations to users interested in joining this exclusive club. However, this option remains incredibly limited, with less than 1% of the app’s vast user base securing a spot in the SELECT category.
While an invitation and the willingness to pay $499 monthly are necessary, they are not sufficient to unlock this new tier. Aspiring members must also fulfill specific criteria, including maintaining a profile brimming with listed interests, featuring a minimum of four pictures, and composing a bio with at least 15 characters. Furthermore, they must articulate their relationship goals.
The introduction of this high-priced tier underscores a broader trend in the online dating industry. As the landscape becomes increasingly saturated, paid subscriptions are seen as a way to attract serious daters and separate them from those seeking casual connections. Experts believe that these premium offerings can help manage user expectations and encourage more genuine interactions.
Tinder SELECT joins the ranks of several other paid membership levels offered by the dating app, including Plus, Gold, and Platinum, with prices ranging from $4.99 to $11.99 per month. Notably, users have the flexibility to add SELECT on top of their existing subscriptions to maximize the benefits.
While some experts argue that lower-tier subscriptions can be equally effective, others maintain that the free version can suffice for those with ample time to dedicate to their search for love. Ultimately, the choice between paid and free options depends on individual preferences and budgets.
This move towards paid subscriptions by Tinder reflects a broader industry trend. Match Group, Tinder’s parent company, has introduced expensive paid tiers in its other dating apps as well, such as a $999 weekly VIP option on The League and a $50 monthly offering on Hinge. Even Raya, the exclusive, referral-only dating app known for its celebrity user base, offers a $50 monthly subscription option.
Tinder’s decision to offer SELECT coincided with a 9% boost in revenue during the third quarter of its release. However, Match Group has encountered challenges in meeting revenue expectations for the fourth quarter. While analysts had anticipated revenue exceeding $890 million, Match Group stated its expectation for total revenue to be below $865 million in October.
Tinder’s latest venture into exclusive, high-end dating experiences is undoubtedly a noteworthy development in the world of online dating. As the industry continues to evolve, it remains to be seen whether this premium approach will set a new standard for the search for love in the digital age.
