Match Group announced a premium subscription for its TInder dating app that will run users a cool $500 monthly for access to VIP services.
Tinder claims to have more than 75 million global users making it the world’s most popular dating app.
Normal users pay a $7.99 monthly fee to access the site, but the Select membership is currently only being offered to a small group of very active members.
Tinder Select membership targets the top 1% of Tinder users allowing access to “VIP” level searching and matches.
The details were a little murky on purpose because the exclusive nature of the offering comes with a bit of mystery.
While Tinder remains the most downloaded dating app by a long shot, its month-over-month user download numbers are dipping.
Tinder currently comes with four levels of paid subscriptions, base, plus, Gold, and Premium.
The new Select level is a pure cash grab for wealthy clients who want to be part of an elite circle.
Match Group CEO, Bernard Kim described this group as “low-hanging fruit.”
But the offering mimics other premium-type offerings from competitors like Millionaire Match, and Raya.
Match Group acquired one of these premium services called The League last year.
The League charges $100 per week for its premium service but prior to its Match Group acquisition, it faced plenty of blowback for being elitist.
But the Match Group is obviously following this strategy across several of its dating platforms which include, besides Tinder, Match.com, Hinge, OKCupid, PlentyofFish, OurTime, and many others.
While Tinder and The League are, for the moment, the only two with VIP-level offerings, other services like Hinge have announced a more expensive premium service in an attempt to further monetize the platforms.