Hinge is testing a cheaper paid plan with extra filters and location limits, but its parent company has not said what it will cost.
Hinge is testing a cheaper subscription. Its parent company, Match Group, said so on its third-quarter 2026 earnings call on Monday. The new plan adds some premium controls for people who want them but balk at Hinge's current prices. The price has not been shared.
Match Group said the new Hinge tier will give users more control over who they see and where they meet people. The company named two features so far:
TechCrunch has asked Match Group for more details, including the cost. No launch date was given, and it is still a test.
Steve Bailey, Match Group's chief financial officer, said the plan is designed for women in particular, and also for price-sensitive users. He noted that Hinge is one of the company's highest-priced products. Revenue per payer, meaning what the average paying user spends, is around $30. That is almost twice Tinder's.
Hinge also has a low payer penetration, which is the share of users who pay. Bailey said Hinge's is only slightly more than half of Tinder's. A cheaper plan could bring more people in.
Dating apps are struggling to get people to pay for something many are tired of using. TechCrunch points to subscription fatigue, endless swiping and general frustration with dating. Tinder shows the pressure. It brought in $480 million in direct revenue, down 2% from a year earlier. Its 8.9 million paid users were down 4%.
Hinge has tried pricing moves before. In 2023, it experimented with a more expensive tier for users willing to pay extra. Now it is testing the opposite approach.
Match Group says it is seeing some signs of improvement. It credits efforts to make its apps feel less like traditional dating apps, such as Group Hangouts and Events. Those give people ways to connect beyond one-on-one matching, and the company plans to ramp them up in the fourth quarter.
Also in the fourth quarter, it plans to start testing real-time adaptive recommendations on Tinder. The feature is meant to respond to what users do within seconds rather than hours, so suggestions feel more relevant.
If you pay for Hinge, or have held off because of the cost, watch for the cheaper tier. Its price and launch timing have not been announced.
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