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Hinge Tests Cheaper Subscription Plan as Users Tire of Paying for Dating Apps
Match Group is testing a cheaper subscription tier for its Hinge dating app as users tire of paying for dating apps.
Key points
- Hinge is testing a cheaper subscription tier with extra filters and custom location boundaries.
- Hinge generated $221 million in direct revenue and had 2.3 million paid subscribers at quarter end.
- Tinder brought in $480 million in direct revenue, a 2% year-over-year decline, with 8.9 million paid users.
Why it matters. A lower-priced subscription could help Hinge convert more users into paying customers without requiring them to spend as much upfront.
On its third-quarter 2026 earnings call on Monday, Match Group said its dating app Hinge is testing a cheaper subscription tier with extra filters and custom location boundaries. Chief financial officer Steve Bailey said the plan targets women in particular and price-sensitive users, but Match Group did not disclose its price. Hinge brought in $221 million in direct revenue with 2.3 million paid subscribers, while Tinder earned $480 million despite a 2% decline.
Latest updates
Hinge Tests Cheaper Subscription Plan as Users Tire of Paying for Dating Apps
Hinge is testing a cheaper subscription plan as its parent company, Match Group, looks for new ways to get users to pay. Match Group disclosed the test on its third-quarter 2026 earnings call on Monday. The new Hinge tier will include features such as additional filters. The move comes as people grow increasingly tired of subscriptions and, in some cases, of dating apps altogether.