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Tinder settles lawsuit over age discrimination
Mature romantics just caught a break. Tinder has settled a lawsuit accusing it of age discrimination for charging the 30-and-up crowd double to subscribe to its premium Tinder Plus service. The Match Group-owned brand will pay $17.25 million in cash and in-app features (such as $25 checks, Super Likes and Plus/Gold subscriptions) to users who had to pay $20 per month instead of the $10 offered to younger customers. Tinder will also have to stop charging general age-based rates in California, although it will have the option of discounting service for people 21 or younger.
Tinder opt-in feature would give women control over conversations
Tinder is taking a page out of Bumble's book and will soon give women the option to control the initiation of conversations, MarketWatch reports today. Bumble, helmed by Tinder co-founder Whitney Holfe Herd, has amassed some 22 million registered users and what sets it apart from other dating apps is that only women who use the app get to decide whether to start a conversation with a man they've matched with. Now, Mandy Ginsberg, CEO of Match Group -- which owns Match.com, OKCupid and Tinder -- says that Tinder will soon allow its women users to decide whether they want to have control over initiating conversations. Through a future app update, women will be able to opt in to the feature. "Often, women don't really want the pressure of kicking off the conversation, but if they want it, that's great," Ginsberg told MarketWatch. "Giving people the choice versus telling people how to engage is the big difference."
US appeals court says Tinder Plus pricing is discriminatory
They say all's fair in love and war, but those that have used Tinder will probably disagree. And that includes Allan Candelore, a man suing the dating app over the pricing of its premium service, Tinder Plus. Candelore and his lawyers argue that charging $9.99 a month to users under 30, and $19.99 a month to those over 30, is age discrimination, and violates two California laws: the Unruh Civil Rights Act and the Unfair Competition Law.
Tinder Boost puts you top of the pile for 30 minutes
Tinder's next stab at monetization is, effectively, a queue jump system. Activating a new "Tinder Boost" will turn your account into a "top profile," helping you to "skip the line" for 30 minutes. The idea is pretty simple -- Boost and you'll head to the front of everyone's queue, increasing your visibility and the likelihood of a match. If you have a Tinder Plus subscription ($9.99 or $19.99 per month, depending on your age) you'll get one "free" Boost every week. Any user can also buy Boosts individually.
Tinder's 'Super Like' is now available to all
Swiping right on Tinder is a simple to tell someone that you like them, but what if you want them to know that you really, really, really, really, really like them? That's what Super Like is for, a swipe up (or blue star) that signifies that you're developing more than a passing interest in another person. The feature was trialled in Australia last month and now it's being pushed out to Tinder users all across the globe. According to TechCrunch, Tinder CEO Sean Rad claimed that the option is encouraging more people to start paying for Tinder Plus. Unlike regular swipes, Super Like is a once-a-day type affair, which means that you have to be choosy as to who you want to bear your soul to. If you're a Tinder Plus user, however, you are entitled to use the button five times -- although that could prove costly if you're over Tinder's desirable age range.
Tinder's paid service launches with a pretty sleazy catch
If you didn't think that your opinion of Tinder could go any lower, something new pops up to make you change your mind. The hookup app has reportedly launched its long-awaited paid tier, but in Europe, users will have to overcome something worse than left-swipes: ageism. Tinder Plus users who are under 28 years old will be able to subscribe to the service for just £3.99 ($6.39) a month, but users over that age will be asked to spend £14.99 ($23.03) -- nearly four times as much for the same thing.
Tinder's paid tier will let you undo costly dating mistakes
So you're furiously swiping left in Tinder to get rid of bad matches, only to realize that you accidentally dismissed a total dreamboat. Are you going to be stuck lamenting the romance that might have been? Not if you're using Tinder's upcoming paid tier. The dating firm tells TechCrunch that its Plus service will include an "undo" feature that lets you revisit date candidates you'd previously ruled out. Just how much this (and the previously mentioned away-from-home browsing) will cost you is up in the air. Tinder will test Plus with a portion of its users in the UK, Brazil and Germany, with prices ranging anywhere from 99 cents to $20; the official rollout will depend on what customers are willing to pay. Either way, you won't have to risk spending the night at home just because you were too quick to skip a potential partner.
