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Tinder on a smartphone

Tinder swipes right to top of Apple’s App Store with new paid feature

Image credit: Dreamstime

Dating app Tinder has become the most lucrative app on Apple’s App Store, having launched a new premium feature which allows users to identfy who has already swiped right on their profiles before taking any action themselves.

Until now, even ‘Tinder Plus’ subscribers could not see whether other users had already swiped right on their profiles before swiping themselves.

The ‘Tinder Gold’ service costs an extra $4.99 per month, on top of the standard $9.99 subscription. Its main attraction is the new ‘Likes You’ feature, which lists potential matches who have swiped right on a user’s profile.

In a blog post, Tinder described the service as a “first-class swipe experience” and a “members-only service, offering our most exclusive features”.

The service was first trialled in Argentina, Australia, Canada and Mexico and was rolled out this month for all iOS users. It is not yet available for Android users.

A screenshot of the app topping the App Store’s ‘Top Grossing’ chart was shared by Brian Norgard, Tinder’s CPO, captioned, “Today Tinder is the top grossing app in the world – I told you subscriptions might be a thing one day”.

Tinder provided a single unpaid service until 2015, when ‘Tinder Plus’ was introduced. For an initial £3.99 per month for younger users and £14.99 per month for users 29 years old or older, users were allowed unlimited right swipes on other users’ profiles.

Despite the frustration of users who were suddenly faced with a cap on their daily activity unless they subscribed to the new service, ‘Tinder Plus’ proved lucrative. By introducing ‘Tinder Gold’, the company hopes to build on the success of their subscription model.

Tinder was among the first “swiping” apps, whereby a “right swipe” indicates interest in a profile, while a left swipe discards the profile. If two users swipe right each other’s profiles, this forms a match. The popular swiping system, based on mutual interest between two users, was intended to alleviate the stress of rejection and has now been adopted by other apps such as Bumble (a dating app putting women first), Jobr (a job-hunting app) and BarkBuddy (an app which pairs rescue dogs with potential owners).

Tinder has claimed that 1.6 billion profiles are swiped every day between its 50 million users.

Tinder was followed by Candy Crush Saga and Netflix in the ranking of ‘Top Grossing’ apps among iOS users.

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