Tinder has rolled out its promised high-end membership, a pricey $499 per month subscription dubbed “Tinder Select,” which includes unique perks like the ability to be seen by more users, including Tinder’s “most sought after profiles,” the ability to direct message others without matching and other VIP-level features.
The news was first reported by Bloomberg, and follows parent company Match Group’s earlier confirmation that Tinder would expand its membership options to include a new, high-end product catering to Gen Z users sometime this fall.
The features alone aren’t necessarily what sells Tinder Select. Instead, it’s the exclusivity.
Tinder says that less than 1% of users will be allowed to gain access to this premium product, and members can choose to display their status with an exclusive SELECT badge on their profile.
Inspiration for this members-only club within Tinder comes from Match’s July 2022 acquisition of another high-end dating app, The League, which could cost users up to $1,000 per week.
During its Q2 2023 earnings, Tinder CPO Mark Van Ryswyk said The League indicated there was a market for daters who were willing to pay for quality matches and experiences.
But Tinder Select doesn’t rely on human matchmakers, nor does it offer anything that’s really worth the cost of the $500 per month membership.
Beyond the exclusivity, the feature set is fairly paltry. Select members can direct message another member without matching, but only up to two times per week, and they can’t send a Super Like at the same time.
Plus, some recipients can opt out of receiving DMs, the company’s website notes. In addition, Select members’ profiles will be shown unblurred in the Like You grid in the app for up to seven days, even if they don’t pay for Tinder Gold or Platinum subscriptions.
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