But the app is courting controversy in Britain with the introduction of two pricing tiers, depending on how old the user is. If you’re under 28, Tinder Plus is available for the bargain price of £3.99 a month. But if you’re older than that, the service costs £14.99 monthly. Americans, meanwhile, are to be charged a flat-rate fee of $9.99 a month.
Tinder has not explained why it has adopted different pricing models in different countries and did not respond to the Guardian’s questions.
In a statement, Tinder said: “With Tinder Plus we’re giving our users access to their two most-requested features: Undo and Passport.”
It explained that Undo lets you take back your last swipe. “If you accidentally swiped left on someone you wanted to get to know, they are no longer lost in the Tindersphere forever. Get them back with the touch of a button.”
The California-based company continued: “Passport lets you change your location to match with people around the world. Swipe, match and chat with Tinder users in a destination of your choice. Navigate between your current location and new destinations.”
The official launch comes after months of testing, with British users the subjects of an experiment by Tinder to find the optimal price for its premium tier. The company reportedly held-off on an American launch until it was sure it had the price right, and also made the most of the testing period to check the reception of Tinder Plus’ most controversial feature: an introduction of a limitation on the number of times a non-paying user can swipe right – which signifies liking – on potential matches.
The company is rolling out the premium service gradually, and promises that it will be available globally by the end of the year.
guardian.co.uk © Guardian News and Media Limited 2010
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