Hinge tests a cheaper plan as users become more fed up paying for dating apps
Match Group is testing a lower-cost subscription tier for Hinge to attract price-sensitive users and combat subscription fatigue. Despite Hinge's strong performance, the company is adjusting its strategy as users increasingly question the value of premium dating app features.
Why it matters
This reflects a broader trend of consumer pushback against subscription-based business models in the digital economy.
Hinge is testing a cheaper subscription plan as its parent company Match Group looks for new ways to get users to pay for dating apps at a time when people are increasingly tired of subscriptions and, in some cases, dating apps altogether.
During its third-quarter 2026 earnings call on Monday, Match Group said the new Hinge tier will include features such as additional filters and custom location boundaries, giving users more control over who they see and where they meet people.
“It’s designed for women in particular, but also for price-sensitive users,” said Steve Bailey, chief financial officer of Match Group. “Remember that Hinge is one of the highest-priced products we have. The revenue per payer, for example, at Hinge is almost twice that of Tinder, around $30. It also has one of the lower payer penetrations. Its payer penetration is only slightly more than half that of Tinder.”
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