Hinge just released a new service for serious daters only — and it's not cheap.
The dating app, owned by Match Group, officially launched a new membership level that will cost $50 per month or $600 annually.
The new, pricier subscription is called "HingeX," referencing the company's slogan that it's a dating app "designed to be deleted," and it will offer enhanced features that give subscribers more exposure on the app. For example, subscribers to the new premium tier will have their profiles and likes boosted so they are seen sooner by other users.
The new membership level is a step up in price from Hinge's previously most expensive membership, Hinge Preferred, which was $35 per month and allows unlimited profile "likes" and the option to filter for features like height.
Hinge Preferred is now rebranded as Hinge+, and the price has been reduced to $30 per month.
The company also offers a free version of its dating app that allows up to 8 profile likes per day.
Hinge isn't the only Match-owned dating app looking to expand its subscription offerings: Tinder is internally testing user interest in a $500 per month – or $6,000 per year – membership tier, according to a recent Bloomberg report. It is currently unclear what additional services would be offered with such a pricey membership.
Match's mobile-based dating apps like Hinge and Tinder grew in popularity during the pandemic, and according to the company, they are still a "bright spot."
"Hinge is on fire," Match Group's CEO Bernard Kim and CFO Gary Swidler said in letter to shareholders last month.
