About 30 years ago, online dating was born in the form of Match.com. Initially, online dating was a novel way to meet people. It was far from the mainstream. In fact, many singles saw online dating as a last resort for the desperate.
Slowly but surely, online dating has gained in popularity (thanks, Tinder). Now, dating apps are the first place many singles turn when they decide to pursue relationships.
From deciding how many apps to use to getting professional profile photos, singles have many choices in how to go about online dating. Perhaps the biggest decision singles run into is whether to pay for an app subscription.
A dating app subscription is a paid membership to use a particular dating app or its more lucrative features.
While many apps are initially free, paying for a subscription can offer singles a more seamless user experience and often better matches. But of course, the cost of paying for a subscription adds up over time.
There isn’t just a one-size-fits-all model for online dating. Many singles struggle to figure out how much time and monetary investment to put into online dating. I’ll highlight the benefits and drawbacks of dating app subscriptions, so you can decide which model is best for you.
Why & How Subscriptions Work
Dating apps and sites — like any other businesses — need to generate revenue for the services they provide. Many offer free services and generate revenue through selling advertising space. Others, still, sell their services directly to consumers.
While some dating platforms offer a pay-per-match model, remaining free until users agree to a match, it’s more popular for platforms to run by subscription instead. Members pay for the ability to use the dating app over a period of time instead of for individual matches.
Types of Subscription Models
Not all dating app subscriptions operate the same way. Costs vary widely, as does the frequency of payment.
You may not decide which dating platform works best for you based solely on its subscription model. However, knowing the reasons for payment and the amount you owe on different platforms can be helpful for choosing the app that works best for you.
Freemium vs. Premium
When I used dating platforms, I exclusively used “freemium” apps.
Freemium dating platforms offer a free version of their product and a paid model with additional features. The free version may offer a set number of swipes per day or show your profile lower in the queue of profiles.
Premium apps, by contrast, require an upfront payment for all app users. While there still may be additional features you can buy, any app user must pay a subscription fee.
Monthly, Quarterly, and Annual Plans
Different apps will offer different payment frequencies. Most will require a monthly subscription payment, while some may offer quarterly or annual payment plans, often at a discounted rate.
Before you pay for a subscription, consider how long you expect to be on the app. If you plan to date casually for a while, an annual plan might make sense. But if you’re hoping to get off the apps soon, it may be better to go month-to-month.
One-Time Payment Features
Some apps offer users the option to pay for special features on an individual basis. These features may temporarily boost your profile to be shown to more people, give you the option to use the app in a different location than where you presently are, go back on a missed match, and much more.
Paying for premium features individually isn’t the best option if you find yourself using them frequently; those one-time payments can add up pretty quickly. But when you accidentally swipe past your long-time crush or find yourself looking to meet new people when you move in a few days, paying for individual features can be a great option.
Common Features of Paid Subscriptions
If you’re going to pay for online dating, you need to know why it makes sense for you. There are several features you can expect to find in a premium model of a dating app.
Still, make sure to check the specific offerings of any app you pay for!
Unlimited messaging
Never get cut off mid-conversation again. Most premium apps offer unlimited messaging, so you can talk to as many people as you want for as long as you want on the app.
From a cybersafety perspective, it’s best to stay talking on the app for as long as possible before switching to phone numbers. With a premium subscription, you should be safe to stay on the dating platform until it feels right to jump off.
Advanced Filtering Options
With premium subscriptions, there’s less wasted time. You’re able to get more specific about what you’re looking for through filters.
Dating coach Sophie Thomas told The Guardian: “Paid subscriptions also tend to grant better search facilities, which can save time. If you definitely want children, for example, then there’s no point scrolling through hundreds of people who don’t.”
Enhanced Visibility in Searches
If you’re struggling to get matches on dating platforms, the enhanced visibility many premium models offer may be a help for you.
You only have a chance of matching with people who see your profile. Enhanced visibility means that more people will see yours; usually, by placing it higher in the deck of profiles, users get the swipe through. Premium models make it more likely for you to get matches by simply showing you to more people.
Access to Exclusive Events or Communities
Many dating platforms seek to create spaces for singles to connect and create community.
Modern daters can network through in-person singles events, online meetups, and social media groups. Much of this in-group content is just available for premium members, however.
When you get a premium subscription, you often get access to “members only” events and features, which will enhance your ability to connect with other singles and form bonds.
The Landscape of Online Dating
Online dating is still a relatively new industry. Dating platform teams are constantly scrambling to figure out what consumers want and how to make consistent profits in a sustainable way.
Subscription models seem to be most of the industry’s answer to the question of how to make money, but it hasn’t always been that way.
A Brief History
When dating sites and apps became popular in the 2000s and early 2010s, most of them were free. They primarily profited from advertising or relied on early investment.
But after certain dating apps — like OkCupid and Tinder —enjoyed a few years of popularity, they moved to the freemium models that most popular dating apps have now.
Today, Tinder offers Tinder Plus, Tinder Gold, and Tinder Platinum. Hinge has Hinge+ and HingeX. Bumble has Bumble Boost, Bumble Premium, and Bumble Premium+. Grindr has Grindr Xtra.
Most popular apps have free versions that work perfectly well. But for the best chance of a successful profile, singles can get the level of subscription that makes sense for their app usage.
Market Analysis
According to Morgan Stanley, about one-third (32%) of American singles use dating apps. Of those, a quarter are paying for the apps.
The average paying dating app user pays around $19 per month for their subscriptions. But with some dating app subscriptions being more expensive than that on their own — HingeX is $50 a month — some singles pay hundreds of dollars a month for their apps.
Anecdotally, older singles and men seem to find that dating app subscriptions are worth it. They are often more useful for people who get fewer matches in the first place, so if you’re struggling to match, consider paying.
Challenges and Critiques
Many free dating apps are swarming with fake profiles. One estimate puts the number at 10% of all dating profiles being fake, though the number might be higher.
Paid dating apps make it a bit less likely for users to encounter fake profiles, though it can still happen. Stay vigilant online.
Online subscriptions can’t guarantee success, but they may make it easier to find good matches on dating apps. They’ll allow you to connect with more people for longer and to find out more about who likes your profile.
Some people find that subscriptions aren’t worth it, claiming to offer enhanced services but being similar to free models in reality. They can also make users feel like they’re more likely to find love without dramatically changing their dating prospects.
But if you do end up buying a subscription, make sure to cancel your subscription once you stop using the app so that you don’t continue to get charged!
Pros of Paying for Online Dating Services
Subscriptions may not fix all your dating troubles, but they can improve your time on the apps. If you’re set on keeping your apps free, see if these benefits change your mind.
Enhanced User Experience
Paying for a dating app subscription can make your experience with the app itself more user-friendly. You may not have to view advertisements anymore, and you can see as many profiles as you like. The profiles you see will likely also be of a higher quality.
Your time is valuable, so paying for your subscription may make the time you spend on the apps more pleasant.
Reducing Spam and Fake Profiles
Many paid dating apps or freemium options offer profile verification. If your profile is verified, users can rest easy knowing you’re a real person, and they will be more likely to match with you.
On the flip side, knowing that other profiles are verified can make you feel more comfortable getting to know your matches since you know they aren’t bots.
Users Who Pay Will Stay
When you pay for a subscription, you have a monetary stake in your success.
For this reason, you’re more likely to feel invested in the process of dating and put more effort into going out with your matches.
If you use the apps for free, you’ll be less likely to take full advantage of the services they offer as you try to meet potential partners.
Safety and Security Considerations
Some paid apps and freemium subscriptions offer background checks for their users. Dating users who have undergone background checks should give you the peace of mind to know that your dates don’t have violent criminal histories.
Dating safety practices are still important, though, so still keep your guard up on a first date.
The Future of Online Dating Subscriptions
It’s still unclear what the future of dating app membership terms will look like. While freemium subscriptions are becoming the norm, that may change yet again.
Trends We’re Looking Out For
As more apps integrate AI into their software, the use of AI in messaging and profile creation might become a common premium feature.
Dating apps will need to continue to adapt to user preferences, so paid models— whether tiered or single-option — must align with what users are willing to pay going forward.
Still, there’s room for new payment models, like feature credits, pay-per-match, and one-day or one-week paid plans to make online dating more affordable.
Predictions for Potential Disruptions
Some singles seem to be rejecting apps altogether, preferring in-person singles events or even matchmaking.
We expect in-person events may grow in tandem with dating apps, as apps such as Thursday offer modern singles events by city.
The Money Is Worth It For Some — But Not Everyone
For many singles, dating app subscriptions are the game changer that makes online dating doable. They can go from a few mediocre matches to having a real shot at finding love.
But other singles —especially young women — get by just fine with free dating apps. When I was online dating in college, my problem wasn’t finding dates but connecting with people once I met them in person.
App subscriptions won’t change the people who are available on a dating app, but they will make it more likely for you to get the chance to meet them. Best of luck!
