How Tinder Gets Away With Charging People Over 30 Twice as Much

The app's parent company will own your online dating habits for life

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By Annie Massa

March 3, 2015 at 12:54 AM UTC

This article is for subscribers only.

Tinder is asking its users for a more committed relationship, but age is a factor. The dating app began charging for premium features on Monday, and as thirtysomethings learned, they'll have to pony up twice as much as their younger counterparts.

Americans under 30 will be charged $9.99 a month to subscribe to Tinder Plus, the new, paid version of the app that offers unlimited "likes"—which once were free—as well as features that let users undo swipes and connect with people in different locations. Members aged 30 and older must pay $19.99 for the same features. In the U.K., the age-based price disparity is even wider. Those under 28 will pay £3.99 ($6) for the service, while anyone older will be charged £14.99 ($23), almost four times the price€.