Hinge Tests Lower-Cost Subscription Tier as Dating App Fatigue Grows

Hinge is testing a cheaper subscription plan as parent company Match Group searches for new ways to attract paying users amid growing frustration with dating apps and subscription costs. The plan was disclosed during Match Group’s third-quarter 2026 earnings call on Monday, November 3, 2026.

The new lower-priced tier would include features such as additional filters and custom location boundaries, giving users more control over who they see and where they meet people. Match Group did not share a price for the new subscription.

“It’s designed for women in particular, but also for price-sensitive users,” said Match Group CFO Steve Bailey. “Remember that Hinge is one of the highest-priced products we have. The revenue per payer, for example, at Hinge is almost twice that of Tinder, around $30. It also has one of the lower payer penetrations.”

The move comes despite Hinge being one of Match Group’s stronger performers. In the third quarter, Hinge reported global monthly active users up 12% year over year, direct revenue up 19% to $221 million, and paying users up 23% to 2.3 million. Tinder, by comparison, brought in $480 million in direct revenue but saw a 2% year-over-year decline, with paid users falling 4% to 8.9 million.

A more affordable subscription could help Hinge convert a broader share of its user base into paying customers. Hinge previously moved in the opposite direction in 2023, when it tested a higher-priced tier aimed at users willing to pay more for premium features.

Match Group acknowledged that cheaper subscriptions alone may not resolve the broader challenge of user fatigue. The company said it is pursuing additional initiatives, including Group Hangouts and Events features and a real-time adaptive recommendations tool planned for testing in the fourth quarter, aimed at making its platforms feel less like traditional dating apps.