Why Tinder Is Charging People Over 30 More for Tinder Plus

Dating app launches premium service that will cost older users more money.

ByABC News
March 2, 2015, 4:14 PM

— -- Tinder is taking an extra-large swipe at the wallets of users 30 and over who sign up for Tinder Plus, a premium service the dating app rolled out today in the United States.

For the unindoctrinated, Tinder allows users to swipe right on their smartphone if they're interested in a person and left if they are not. Many users swipe so fast that it's common to occasionally nix a person they would have otherwise been interested in meeting.

For the privilege of undoing the damage of an itchy Tinder finger, a.k.a. a left swipe, users can sign up for Tinder Plus for the price of $9.99 a month -- that is, if they're under 30 years old.

The 30-and-over crowd will have to pony up $19.99 per month for the service, which also allows subscribers to use a passport feature and swipe with potential matches around the world. (Or if you look at it another way, it's just another opportunity to be rejected by more people.)

"Younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger," Rosette Pambakian, vice president of corporate communications at Tinder, told ABC News in an email.

After testing Tinder Plus in several countries, Pambakian said the tiered subscription model was created "based on a combination of factors, including what we've learned through our testing, and we've found that these price points were adopted very well by certain age demographics."

Tinder users who don't subscribe will also have to start carefully determining who is worthy of a right swipe. The app will begin placing limits on how many people a free user can right-swipe.

Explaining why you just can't like everyone, a Tinder blog post today said, "The validity of the swipe is core to the Tinder experience. Tinder works best when swipes are genuine reflections of a user's desire to connect."