Tinder Launches Tinder Gold, a Members-Only Premium Subscription

With a new "Likes You" feature to find out who likes you before you swipe.

Subscription News: Tinder Launches Tinder Gold

Source: Tinder

If you’re looking for love – or lust – in all the wrong places, Tinder wants to help. That’s why they’ve created Tinder Gold, “a first-class swipe experience.” With Tinder Gold, members get access to the dating app’s exclusive features including Passport, Rewind, Unlimited Likes, five Super Likes per day, one Boost per month and more profile controls, said the announcement. The biggest perk, however, is the new “Likes You” feature where you can see who likes you before you swipe, because who wants to risk swiping right when the other person may not swipe back? Tinder will start testing Tinder Gold in Argentina, Australia, Canada and Mexico first, and it will eventually roll out to all users.

“Make every swipe count. No waiting. No wondering. With Tinder Gold, you can swipe, match and message – instantly.”

 a Members-Only Premium Subscription

Source: Tinder

Once in the app, Tinder Gold members can identify each other with a gold heart next to the user’s name. Tinder Gold does not indicate how much the new service will cost, and according to TechCrunch, Tinder will be testing different prices. TechCrunch says a discount will be offered for Tinder Gold members who subscribe for 6 to 12 months rather than monthly.

TechCrunch quotes Brian Norgard, chief product officer at Tinder, who said, “Tinder Gold members are interested in taking advantage of all the features Tinder has to offer. They’re using the app to meet new people, and Likes You makes that easier and more efficient than ever by letting users know when someone is interested. Likes You builds on previous features like Boost to help users optimize their time – and go from matching in app to getting together in the real world.”

Tinder isn’t doing away with its Tinder Plus, an in-app subscription that gives users access to features like Rewind and Passport, as well as additional Boosts and Super Likes. If you’re new to Tinder, a Super Like lets user mark another user as someone special by swiping up or tapping a blue star icon. The user will then know, before they swipe right or left, that you think they’re extra special. All users – even free users – get one Super Like per day, but Tinder Plus subscribers get five Super Likes per day.

Boosts are a way for a Tinder user to show up as one of the top profiles in their area for up to 30 minutes. According to Tinder’s FAQs, this can increase your likelihood of a match by up to 10 times. You can purchase boosts within the app. Passport allows a user to pin themselves anywhere in the world to see who’s on Tinder in that location, and if you are swiping too fast, you can use the Rewind feature to go back to review a profile a second time.

Insider Take:

Online dating has taken things to a whole new level with services like Tinder, and Tinder is trying to make its service more user-friendly by adding a second subscription tier. New features like the Likes You feature could help Tinder increase subscription conversions, and give it an edge over other dating apps that don’t have similar features.