Hinge tests a cheaper subscription plan

Hinge is testing a lower-priced subscription as its parent company, Match Group, looks for ways to attract paying users amid growing fatigue with dating apps and subscriptions.

Match Group disclosed the test during its third-quarter 2026 earnings call. The plan will include additional filters and custom location boundaries. Chief Financial Officer Steve Bailey said it is designed especially for women and price-sensitive users. He said Hinge’s revenue per payer is around $30, almost twice Tinder’s, while Hinge’s payer penetration is only slightly more than half Tinder’s. Match Group did not disclose the plan’s price.

Hinge’s results were stronger than Tinder’s in the quarter. Its global monthly active users grew 12% year over year, direct revenue rose 19%, and paying users increased 23% to 2.3 million. Hinge generated $221 million in direct revenue. Tinder generated $480 million, while its direct revenue fell 2% year over year; its 8.9 million paid users represented a 4% decline.

Hinge previously tested a more expensive subscription tier in 2023. Match Group also cited Group Hangouts and Events as ways to help users connect beyond one-on-one matching, and said it plans to expand those efforts in the fourth quarter. The company plans to begin testing real-time adaptive recommendations for Tinder in the fourth quarter. The feature is intended to respond to user actions within seconds rather than hours.