Hinge tests a cheaper plan as users become more fed up paying for dating apps

Hinge is piloting a more affordable subscription plan in response to users becoming increasingly dissatisfied with paying for dating apps. As its parent company Match Group seeks new methods to encourage users to pay for the dating apps, the app is testing this tier which includes extra filters and customizable location settings, providing users with more control over who they see and meet.

The new subscription tier is aimed at women and price-conscious users. According to Steve Bailey, chief financial officer of Match Group, the revenue per payer for Hinge is around $30, which is almost double that of Tinder. However, Hinge's user penetration is slightly higher than Tinder's. While the cost of the new subscription has not been disclosed, the company has reached out for further details.

This move comes as dating apps face challenges in convincing users to pay for their services, with users growing weary of subscriptions, constant swiping, and overall dating app experiences. Despite being one of Match Group's top performers, Hinge is implementing this change, with global monthly active users up 12% year-over-year, direct revenue increasing 19%, and paid users rising 23% to 2.3 million in the third quarter of 2026.

By offering a lower-priced tier, Hinge aims to capitalize on this momentum and convert more users into paying customers without imposing a heavy financial burden. This marks a shift in Hinge's subscription strategy, as the company previously experimented with a pricier tier in 2023. Moving forward, Match Group plans to enhance its subscription offerings by ramping up initiatives such as Group Hangouts, Events, and real-time adaptive recommendations, which will be tested in the fourth quarter.