Match Group tests lower-cost Hinge subscription tier

Match Group announced during its third-quarter 2026 earnings call that it is testing a new, lower-priced subscription tier for the Hinge dating application. The move aims to increase user conversion by providing more control over location settings and search filters, with a specific focus on attracting female users.

Chief Financial Officer Steve Bailey stated that the initiative is intended to address price-sensitive segments of the user base. Currently, Hinge operates on a model where existing premium tiers, Hinge+ and HingeX, command high price points relative to other apps in the Match Group portfolio. While Hinge generates significant revenue per payer, it maintains lower payer penetration compared to its counterpart, Tinder.

The strategic shift follows broader industry concerns regarding dating app fatigue. Data suggests a growing perception among users that digital dating has become overly transactional. Despite these challenges, Hinge has recorded a 12% year-over-year growth in monthly active users.

While the company has not released specific pricing or a launch timeline, the pilot program signals a pivot in Match Group's strategy. By offering a more accessible entry point, the firm hopes to stabilize growth as competitors like Tinder face stagnant paid-user figures and shifting consumer preferences.