● Covered by 1 source · 1 reportLow impact1 neutral
Hinge Tests Cheaper Subscription Plan with New Filters and Location Features
Key points
- Hinge testing a new, cheaper subscription plan.
- New tier includes additional filters and custom location boundaries.
- Aims to attract price-sensitive users, particularly women.
- Hinge has high revenue per payer but lower payer penetration.
- Match Group did not disclose the new subscription cost.
Hinge Introduces New Subscription Tier
Hinge, a dating app owned by Match Group, is piloting a new, more affordable subscription plan. This new tier will offer features such as additional filters and custom location boundaries, providing users with more control over their matches and meeting locations.
Strategic Pricing for Broader Appeal
Match Group's CFO, Steve Bailey, stated that the new plan is designed for price-sensitive users and women. Hinge currently has a high revenue per payer, nearly double that of Tinder at around $30, but its payer penetration is significantly lower. The company hopes a cheaper option will convert more users into paying subscribers.
The exact cost of this new subscription has not been disclosed by Match Group.
Context of Dating App Market
This move comes as dating app users are increasingly experiencing subscription fatigue and questioning the value of premium features. Despite this trend, Hinge has been a strong performer for Match Group, with global monthly active users growing 12% year-over-year and direct revenue increasing by 19% in the third quarter of 2026. The app reported 2.3 million paying users and $221 million in direct revenue.
Shift in Hinge's Subscription Strategy
Previously, Hinge experimented with a more expensive subscription tier in 2023. The current test of a cheaper option indicates a shift in strategy, exploring whether a more accessible price point can broaden its paying user base and build on its recent growth momentum.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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Reporting from
Hinge is testing a new, cheaper subscription tier that includes additional filters and custom location boundaries. This initiative aims to attract more price-sensitive users and increase payer penetration, as Hinge's current revenue per payer is high but its payer penetration is lower than other Match Group apps.