Tinder, the popular “dating” app released a update recently that has not been a hit with its users.
The update reveals a nice surprise for users as Tinder seeks to have people convert to a Tinder Plus account.
The update does bring about some interesting features such as “Rewind” giving users the ability to undo those left swipes and “Passport” which allows users to jump to other cities in order to swipe right or left.
It also brings things that users hate most, ads and a fee. The fee to upgrade to Tinder Plus is $9.99 a month if you are under 30 and $19.99 a month if you’re over 30.
The upgrade has been met with outrage from many Tinder users. Tinder’s ratings in the App Store and the Google Play Store have taken a dramatic hit, dropping to a 1 star on both platforms.
Tinder is backing their prices as they mention they have done extensive research.
“Over the past few months, we’ve tested Tinder Plus extensively in several countries,” said a Tinder spokesperson in a statement. “We’ve priced Tinder Plus based on a combination of factors, including what we’ve learned through our testing, and we’ve found that these price points were adopted very well by certain age demographics. 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 Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger.”
While I understand that Tinder needs to make money, I think what they did with the new update has ruined what made Tinder so great before. The swiping aspect was like a game, it made you want to keep swiping until you got a match. Now that the uniqueness of the app has been limited it will be interesting to see how many competitors will jump in to fill that void.