Hinge is testing a cheaper subscription plan as its parent company Match Group looks for new ways to get users to pay for dating apps at a time when people are increasingly tired of subscriptions and, in some cases, dating apps altogether.

During its third-quarter 2026 earnings call on Monday, Match Group said the new Hinge tier will include features such as additional filters and custom location boundaries, giving users more control over who they see and where they meet people.

“It’s designed for women in particular, but also for price-sensitive users,” said Steve Bailey, chief financial officer of Match Group. “Remember that Hinge is one of the highest-priced products we have. The revenue per payer, for example, at Hinge is almost twice that of Tinder, around $30. It also has one of the lower payer penetrations. Its payer penetration is only slightly more than half that of Tinder.”

Match Group didn’t share how much the new subscription will cost. TechCrunch has reached out to the company for more details.

The move comes as dating apps continue to struggle to convince people to pay for services they’re growing tired of using. Between subscription fatigue, endless swiping, and frustration with the overall dating experience, users are increasingly questioning whether premium dating features are worth the money.

Interestingly, Hinge is making this move despite being one of Match Group’s strongest performers. 3 million. 3 million paid subscribers as of the end of the quarter. Direct revenue is money earned from subscriptions and in-app purchases.

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