Hinge tests lower-cost subscription tier
Dating application Hinge is testing a more affordable subscription plan to attract price-sensitive users amid broader industry concerns regarding subscription fatigue.
Match Group-owned dating app Hinge has begun testing a lower-priced subscription tier. The new plan introduces features including enhanced filtering and custom location boundaries, allowing users greater control over their matching criteria.
During Match Group’s Q3 2026 earnings call, CFO Steve Bailey identified the new tier as a move to capture price-sensitive segments. As one of the more expensive products in the Match Group portfolio, Hinge’s current penetration of paid users remains lower than that of its sister app, Tinder, despite high individual revenue per user.
The test arrives as the dating app industry faces increased pressure from user fatigue regarding mounting subscription costs and general platform dissatisfaction. By diversifying its pricing structure, Hinge aims to sustain growth despite the tightening of consumer spending on recurring digital services.
As of the end of the third quarter, Hinge reported $221 million in direct revenue, representing a 19% year-over-year increase. The app reached 2.3 million paid subscribers, marking a 23% growth in the user base compared to the previous year.