# Hinge tests cheaper plan as dating app fatigue grows

> Match Group is testing a lower-priced Hinge subscription tier as users tire of paying for dating apps, despite Hinge's strong performance.
- Title: Hinge tests cheaper plan as dating app fatigue grows
- Summary: Match Group is testing a lower-priced Hinge subscription tier as users tire of paying for dating apps, despite Hinge's strong performance. Hinge is testing a…
- Keywords: hinge, match group, dating apps, subscription pricing, user fatigue, tinder, technology, startups, tests, cheaper, plan, dating
- Source: TechCrunch — https://techcrunch.com/2026/11/02/hinge-tests-a-cheaper-plan-as-users-become-more-fed-up-paying-for-dating-apps
- Author: Lauren Forristal
- Published: 2026-11-03T00:14:51+00:00
- Read time: 1 min
- Topics: hinge, match group, dating apps, subscription pricing, user fatigue, tinder, technology, startups
## Hinge tests cheaper tier
Match Group announced during its third-quarter earnings call on Monday that Hinge is testing a new lower-priced subscription plan with additional filters and custom location boundaries.
## Designed for price-sensitive users
Steve Bailey, chief financial officer of Match Group, said the plan is designed for women in particular but also for price-sensitive users who want more control over who they see.

> It's designed for women in particular, but also for price-sensitive users.
## Hinge's pricing problem
Hinge is one of Match Group's highest-priced products with revenue per payer around thirty dollars, almost twice that of Tinder, but has lower payer penetration than Tinder.

> The revenue per payer, for example, at Hinge is almost twice that of Tinder, around $30.
## Users tired of subscriptions
Dating apps are struggling to convince people to pay for services as users face subscription fatigue, endless swiping, and frustration with the overall dating experience.
## Hinge's strong quarter
Despite testing a cheaper plan, Hinge had a strong quarter with global monthly active users growing twelve percent year over year, direct revenue increasing nineteen percent, and paying users rising twenty-three percent to two point…
## Tinder's decline
By comparison, Tinder brought in four hundred eighty million dollars in direct revenue but experienced a slight two percent decline year-over-year, with eight point nine million paid users, a four percent decline from a year…
## Beyond cheaper subscriptions
Match Group is testing Group Hangouts and Events to make platforms feel less like traditional dating apps, and plans to test real-time adaptive recommendations in the fourth quarter to make suggestions more relevant.
## Key takeaway

Hinge is testing a cheaper subscription plan with additional filters and location controls as Match Group responds to user fatigue with dating app subscriptions.