Match Group Inc.’s dating app Hinge is rolling out a new subscription tier that could cost as much as $60 a month, betting that the platform’s fast-growing segment of Gen-Z users will see it as a worthwhile investment.
The new premium level, which is being tested at $50-$60 a month, will be a significant increase over the current paid version of $35 a month and will be introduced globally in the first quarter. It will offer Hinge’s “highly motivated daters” enhanced features to boost their exposure. The people that subscribers “like” will be seen faster by other users and the offering will provide better recommendations of profiles Hinge thinks the user will be most interested in. The company confirmed details of the new offering on Tuesday.