Tinder wants to hook all of you old fogies up – for a price

You’ve heard of surge pricing from Uber, right?

Well, the popular dating app Tinder is about to try out “old dude pricing,” by charging users 30 and over more each month to tap into that digital elixir that the mobile app is using to speed up the hook-up.

According to a post on Slate, the new and more expensive pricing tiers come amid other newly unveiled features:

On Monday, Tinder launched Tinder Plus, a premium version of its matching service that includes a couple of new features. “Passport” will let travelers on Tinder set their location anywhere around the world so that, as the company puts it in a blog post, “you’re swiping before you arrive.” And another add-on, “rewind,” lets users undo their last swipe. “If you accidentally swiped left on someone you want to get to know,” Tinder explains, “they’re no longer lost in the Tindersphere forever.” Tinder also plans to introduce advertising by the end of the month, which Plus members won’t have to see.

Here’s the bottom line for all your Tinderizers:

$9.99 a month for Tinder Plus to U.S. users who are younger than 30

$19.99 a month to those who are 30 or older

In the U.K., the teens and most twentysomethings will pay £3.99 a month while those 28 and older will be charged £14.99 per month.

Why the increased fees?

A spokeswoman for Tinder told NPR that several months of testing showed that “these price points were adopted very well by certain age demographics.” She added that “younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger.”

No surprise there, I suppose. The Tinder theory on jacking up rates for older users presumes that younger hooker-uppers have less cash in their pockets to burn on this racy form of spontaneous socialization. That theory probably holds up in many parts of the country. But judging by the money the young techies here in the San Francisco Bay Area have been spending lately, I think Tinder should unveil a reverse plan for this region: the older you get, the less you pay for the service.

Anyway . . . back to the Tinder theory on boosting their own bottom line:

Economic studies partly bear this out. A recent paper from Federal Reserve researchers found that the “bulk of earnings growth” for men tends to occur during the ages of 25 and 35.

You can check out the corresponding chart here.

But let’s let Tinder have the last word as it tries valiantly to justify its new higher price of admission to the Land of Instant Romance:

We’ve priced Tinder Plus 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. Lots of products offer differentiated price tiers by age, like Spotify does for students, for example. Tinder is no different; during our testing we’ve learned, not surprisingly, that younger users are just as excited about TinderPlus, but are more budget constrained, and need a lower price to pull the trigger.


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