Dating app Tinder has launched its premium service in the UK, but has chosen to charge more for love-seeking subscribers over the age of 28.
The Tinder Plus subscription is £2.99 for those 27 and under, but as soon as they reach their 28th birthday, the fee jumps up considerably to £14.99.
The premium option gives swipers the ability to ‘like’ unlimited photos and ‘rewind’ accidental and reconsidered likes. It’ll also give users the opportunities to find potential matches in foreign lands. Naturally, the paid tier also enables singles to dispense with advertisements.
However, it’s the decision to price subscriptions differently for those at the tail end of their twenties that’ll raise eyebrows.
In the United States the basic price for Tinder Plus was $9.99 (around £6), but that policy has changed too. Now it'll be $9.99 for users under 30 and $19.99 for folks who've already reached the big three-oh.
In a statement to TrustedReviews a Tinder spokesperson confirmed the price plans saying they had been determined during testing on different demographics. Basically, it comes down to those above 28 being able to afford it.
The representative wrote in an email: “Over the past few months, we’ve tested Tinder Plus extensively in several countries. 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 TinderPlus, but are more budget constrained, and need a lower price to pull the trigger. Globally, the two most common prices for Tinder Plus are $9.99 for more developed countries and $2.99 for emerging economies.”
Will you be forking out the extra £11 a month for the unlimited service or do you think Tinder is unfairly discriminating against those users who may be spotting the odd grey hair here and there?