Yesterday, Tinder launched its new paid version of the app, called Tinder Plus, which includes new features. But it isn’t showing the love to older users, charging over-30s more to use the app.
The app, which lets users judge fellow users based on a short profile of themselves and a few meticulously chosen photos by swiping right to be matched and left to not be matched released its Tinder Plus version yesterday.
Like it’s not enough that you’re single and over 30, you even have to pay more for Tinder. Who’s desperate now? http://t.co/ijPbcjV0Vq
— Eddie Vlăgea (@creativityhurts) March 2, 2015
The new version allows users to retract a “swipe” if they change their mind about someone and also includes a ‘Passport’ feature, which lets users change their location to places they are about to visit.
But the poor oldies will have to pay more, with users under 30 paying $12.99 a month while those over 30 have to pay $24.99 a month for the service.
A Tinder spokesperson told Fortune that the pricing scale was dependent on the demographics ability to pay, due to a potentially higher wage.
“We’ve priced Tinder Plus based on a combination of factors, including what we’ve learned through our testing, and we’ve found that these price points were adopted very well by certain age demographics.”
Tinder has also enforced new limits, now users can’t swipe more than 100 times per day or they are out of swipes for 12 hours, unless they decide to pay for the new premium service.
Adweek reports that as the app matures it is looking for a path to profits, and the premium service is one route.
“The other is advertising. Marketers have shown an interest in the dating app and its growing audience. Tinder is in talks with Facebook and Twitter about serving mobile ads on the free version of the app,” says the Adweek story.