Tinder Working to End Age-Based Pricing for Premium Dating Content

Tinder announced that by June 2022 it will no longer be charging users in the United States over the age of 30 more money to use the app's premium features, following a recent consumer report alleging that the app currently utilizes "personalized pricing."

The report found that Tinder allegedly utilizes personalized pricing based on a user's age. Personalized pricing, as defined by the report, is "a form of price discrimination that involves setting prices at a different level for each individual consumer, based on an estimation of what they are willing and able to pay."

Numerous studies, including a 2017 investigation by the Consumers Council of Canada and a 2019 investigation in India showed the majority of consumers felt uncomfortable with the fact that companies were utilizing their personal data for pricing purposes. The investigations also found consumers were "uncomfortable" with paying more than a younger individual for the same product.

But a Tinder spokesperson told Newsweek that there were a few inaccuracies with the recent report, conducted by Consumers International and Mozilla. The spokesperson said Tinder started discontinuing its age-based pricing last year and plans on completing the process by the end of Q2 2022.

When the company launched their paid premium content in 2015, they announced users 30 years and older would pay $19.99 while those younger than 30 pay $9.99.

In 2018, Tinder faced a lawsuit claiming that charging older users more money was ageist and discriminatory. In August, Tinder paid a $24 million settlement to end the class action suit.

Tinder explained to The Guardian the price disparity was because younger users are more "budget-constrained" and needed a lower advertised price in order to feel the need to purchase the premium services.

Tinder currently offers tiers, one for free users, and three for premium users willing to pay. Currently, users can subscribe to Tinder Plus, Tinder Gold and Tinder Platinum. Plus gives users unlimited likes, rewinds, no advertisements and the ability to set their location to anywhere in the world.

Gold and Platinum users are offered the same as Plus users, but they are also able to see who likes them before matching and receive five super likes a week rather than one. For those under 30, the subscriptions currently cost between $19.99 and $80. For those older than 30, it costs between $39.99 and $149.99.

Tinder has stated that when they launched the first subscription they wanted to offer younger members a lower price to make the app "affordable for those in school or early in their careers."

A statement from Tinder mentioned that the only two factors that were taken into consideration when determining prices were age and market. For example, members in India received different prices from users in the United States due to varying markets.

"Consumers International's report is deeply flawed and contains completely false and outrageous allegations," a statement from Tinder read. "Tinder has never factored in sexual orientation, gender identity, or any other demographic characteristic to our pricing. Any reporting or inference that we do this is patently false and outrageous."

The statement also explained that the company has decided to "move away" from aged-based pricing. Currently, the aged-based pricing has been discontinued in the U.S., U.K., Brazil, and Australia, according to the statement.

Man on Tinder
Tinder announced that by June 2022 it will no longer be charging older users more money to use premium features. Tinder currently offers tiers, one for free users, and three for premium users willing to pay. John Phillips/Getty Images