Tinder launches Tinder Plus with age-based fees

http://www.theguardian.com/technology/2015/mar/02/tinder-launches-tinder-plus-with-age-based-fees

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Dating app Tinder has officially launched its premium service Tinder Plus, letting users subscribe for new features including the ability to undo swipes, change locations and have unlimited likes.

But the app is courting controversy in Britain with the introduction of two pricing tiers, depending on how old the user is. If you’re under 28, Tinder Plus is available for the bargain price of £3.99 a month. But if you’re older than that, the service costs £14.99 monthly. Americans, meanwhile, will get charged $9.99 if they’re under 30 and $19.99 if they’re 30 and over.

Tinder said it picked its prices after extensive testing in multiple countries. “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. Globally, the two most common prices for Tinder Plus are $9.99 for more developed countries and $2.99 for emerging economies.”

In a blog post, Tinder added: “With Tinder Plus we’re giving our users access to their two most-requested features: Undo and Passport.”

It explained that Undo lets you take back your last swipe. “If you accidentally swiped left on someone you wanted to get to know, they are no longer lost in the Tindersphere forever. Get them back with the touch of a button.”

The California-based company continued: “Passport lets you change your location to match with people around the world. Swipe, match and chat with Tinder users in a destination of your choice. Navigate between your current location and new destinations.”

The official launch comes after months of testing, with British users the subjects of an experiment by Tinder to find the optimal price for its premium tier. The company reportedly held-off on an American launch until it was sure it had the price right, and also made the most of the testing period to check the reception of Tinder Plus’ most controversial feature: an introduction of a limitation on the number of times a non-paying user can swipe right – which signifies liking – on potential matches.

The company is rolling out the premium service gradually, and promises that it will be available globally by the end of the year.