Tinder recently introduced a form of “surge pricing” for its famous dating app. They’re now charging American singles 30+ years of age twice what those under 30 will pay. The app will be $9.99 for those under 30, and $19.99 for those 30 and older.
In the UK, Tinder will charge the 28 and older single crowd more than FOUR times the cost for younger generations. Converted from pounds, this comes out to around $23 compared to around $6!
The price change comes as Tinder introduces it’s new Premium upgrade, Tinder Plus. If you use the free version of Tinder, it will still be free…for now.
Tinder can get away with charging whatever the heck it feels like because it’s owned by IAC/InterActiveCorp, which controls 27 percent of of the $2.2 billion dating-services industry. Included in IAC’s portfolio are Match.com and OkCupid. Heard of them?
Although I’ve personally never used Tinder (well, I’ve swiped through on a friend’s app), this price surging strikes me as blatant ageism. It’s discrimination pure and simple! Isn’t it difficult enough to be over 30 and single? Does there really need to be a dating app pointing out that you’re too old and therefore not as valuable to the online dating scene? There’s already a shameful age bias to being single over thirty – does Tinder really need to add to it?
Although it’s TINDER afterall, and you might expect them to pull a dick move like this, it’s still making a pretty awful statement. Tinder’s singling out older daters…just because it can. Even TechCrunch wrote an article titled New Tinder Charges Whatever It Wants. They say, “older users, who theoretically have less supply and offer less demand, pay a greater amount for extra dating tools.” Tinder’s excuse is basically that it’s courting the younger crowd, who “are more budget constrained, and need a lower price to pull the trigger.”
I get the idea of this excuse (younger people are poorer), but the policy still sends a crappy message to quite a large group of “older” singles (who aren’t old at all). Plus, people in their 20’s aren’t necessarily poorer than people in their 30’s anyway. And the excuse just seems like a blatant marketing lie. Wired magazine says, in their article titled Yes, Tinder’s New Pricing is Ageist Pure And Simple, “why not just be honest: Tinder is charging us more because it thinks we are desperate. Desperate to find our last chance at love and willing to pay whatever it takes.”
I’m hoping that singles over 30 boycott the Premium Tinder until this price difference is adjusted. Possibly, we should boycott Tinder altogether for making such a biased statement. Hopefully Tinder gets the message and comes up with a middle ground price that’s equal for all ages.
Do I think this is likely? Nope. Do I think dating in your 30’s is fair? Nope. But one can dream.
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