Swipe right on your wallet: Tinder considering $500/month ultra-premium subscription

Tinder, the popular dating app, is planning to launch an ultra-premium subscription service, reportedly costing $500 per month, known as "Tinder Vault." While the company has not confirmed the exact features or release date, the service appears to be targeted at high-net-worth individuals who are willing to pay a premium for the service. This move is part of a larger strategy to provide additional value-added services to Tinder's overall user base. The company has recently launched its first-ever marketing campaign that shifts the app's narrative from being just a hookup app to a platform that supports long-term relationships.

Tinder's Chief Product Officer, Mark Van Ryswyk, has stated that the service is still in its early stages and that the company is still learning what possible added value it can offer its users. Tinder is looking to capitalize on Match Group's July 2022 acquisition of The League, an exclusive dating app that costs up to $1,000 per week. Van Ryswyk believes that the "high-intent members" who are looking for quality matches and experiences, and are willing to pay a small fortune, are a valuable target audience for Tinder Vault.

It remains to be seen if Tinder Vault will succeed, as the dating app industry is becoming increasingly price-sensitive. In addition to Tinder Vault, Tinder is also exploring a weekly subscription offering to Tinder Plus for people who may not want to commit to a full month or year of access. Tinder's rebranding and marketing efforts aim to show that the platform is suitable for users looking for serious relationships, and not just casual hookups. It will be interesting to see how the dating app industry will evolve as platforms like Tinder try to expand their services and cater to different user segments.