Tinder Plus was released today and with it came several new features for those willing to buy a monthly subscription. The most popular new feature is Rewind, the ability to go back and rethink your last swipe left. Another feature is Passport, which lets users look at potential matches anywhere in the world.
Currently, the mobile dating app does not display ads to its users, but its planning to start. Similar to services like Spotify, the upgrade to Tinder Plus will also allow users to get rid of these new advertisements. Having never used Tinder, I just assumed it featured advertisements because it is the most obvious way for a free app to make money. Additionally, the goal of Tinder is to create matches and help people meet each other, giving it plenty of advertising potential. Uber could advertise to help users get to their dates, and local restaurants, movie theaters or other potential date spots could display ads as well.
Initially released in 2012, I am a bit surprised that its taken Tinder this long to display advertisements. Not only are there some obvious partnerships that could create specific and localized ads for users, the interface of Tinder is a great one for collecting ad data. If users were allowed to swipe right on ads they liked and left on ads they disliked, the app could generate plenty of helpful user data. This is similar to Hulu, which asks viewers if an ad is relevant to them, collects that data and uses it when displaying subsequent ads. While this would force Tinder to put controls in place so that annoyed users don’t swipe left on every ad, display adds on the app have the potential to bring in a lot of revenue for the company.