Bumble, which already has a weekly offering, will start testing a premium tier later this year, alongside a cheaper option specifically aimed at Gen Z. Match is also exploring a $500-a-month version, due to launch in the fall. Match Group has seen “significant demand” for its new weekly subscriptions - the number of U.K.-based Gen Z women switching to a paid Tinder plan has jumped 73% since the April launch, and the boost to Hinge was similar. Dating apps are embracing AI and expanding their subscription plans, hoping new premium and discount tiers will court more paying users - particularly Gen Z - as growth slows.
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