347
submitted 1 year ago* (last edited 1 year ago) by UrLogicFails@beehaw.org to c/technology@beehaw.org

If you get a message from someone you never matched with on Tinder, it's not a glitch — it's part of the app's expensive new subscription plan that it teased earlier this year, which allows "power users" to send unsolicited messages to non-matches for the small fee of $499 per month.

That landscape, in fact, is largely populated by apps owned by Tinder's parent company: as Bloomberg notes, Match Group Inc. not only owns the popular swiping app, but also Match.com, OKCupid, Hinge, and The League.

Match Group CEO Bernard Kim referred to Tinder's subscriptions as "low-hanging fruit" meant to compete with other, pricier services, though that was before this $6,000-per-year tier dropped.

you are viewing a single comment's thread
view the rest of the comments
[-] UrLogicFails@beehaw.org 55 points 1 year ago

This move seems absolutely wild, and I think Match knows it; which is why it's only available to such a small segment of users.

If too many users have this feature (and who knows how many that would be?) it''s going to scare away all the regular users. What's the point in swiping no if that user can just veto your decision anyways?

This move reminds me a lot of what I've heard about mobile gaming. The 500USD/month users are whales, but the whales need regular people to play with or they'll get bored and leave.

Right now, keeping the number of whales to a minimum is important to keep the regular users happy, but I wouldn't be surprised if in the future some cost/benefit analysis shows that they can take the hit on regular users to squeeze out a few more whales.

It also seems like a bonkers move to pay 500 dollars to talk to someone who doesn't want to talk to you, too. (But that's a different issue.)

They'll milk it when upper management is ready to cash out to massively grow short term profits so they can all take huge bonuses. Then they'll replace upper management with scapegoats who can be there to absorb shareholder blowback and try to rebuild something of value from whatever's left.

[-] theneverfox@pawb.social 2 points 1 year ago

Rebuild? Checks notes not seeing that step, it just says "cash out", "promise you've changed", "wait to fall out of the news cycle", and "repeat"

[-] sabreW4K3@lemmy.tf 7 points 1 year ago
[-] ninjan@lemmy.mildgrim.com 14 points 1 year ago

No that's Platinum and also new but the $500 USD per month one is called VIP and also you need to be invited/selected to even be able to get it, which of course is just a ploy to get the selected to feel special and buy it to flaunt that they got invited.

[-] averagedrunk@lemmy.ml 7 points 1 year ago

It's also age dependent at the lower levels. Over 35 or 40 and you'll pay more than someone young. Or at least that's how it used to be.

[-] sabreW4K3@lemmy.tf 3 points 1 year ago

You say no like it doesn't say it in the screenshot that you can send messages to people you're not matched with.

[-] coolcat1711@lemmy.dbzer0.com 3 points 1 year ago

It has a subtitle though that it lets you attach a note to super likes. I don't think it's blanket, "Message anyone freely" like the VIP tier implies.

[-] TehPers@beehaw.org 4 points 1 year ago

As someone who never did online dating, what exactly are you paying for with these subscriptions..?

[-] sabreW4K3@lemmy.tf 11 points 1 year ago

As a guy, you're essentially paying for the ability to see who liked you. Dating is a seller's market and the sellers of dreams in the market are women due to numbers. With a subscription, rather than aim for the stars, you're able to pick the best of the women that are attracted to you?

I have no idea. In any other industry the Match Group wouldn't be allowed to exist.

[-] yads@lemmy.ca 1 points 1 year ago

Yup, definitely feels like a p2w game pricing model

this post was submitted on 26 Sep 2023
347 points (100.0% liked)

Technology

37800 readers
305 users here now

A nice place to discuss rumors, happenings, innovations, and challenges in the technology sphere. We also welcome discussions on the intersections of technology and society. If it’s technological news or discussion of technology, it probably belongs here.

Remember the overriding ethos on Beehaw: Be(e) Nice. Each user you encounter here is a person, and should be treated with kindness (even if they’re wrong, or use a Linux distro you don’t like). Personal attacks will not be tolerated.

Subcommunities on Beehaw:


This community's icon was made by Aaron Schneider, under the CC-BY-NC-SA 4.0 license.

founded 2 years ago
MODERATORS