Singles Boycotting Tinder Over Alleged Ageism

Love don’t cost a thing, or at least that’s how it used to be on the swipetastic mobile matchmaking app Tinder. But last week the popular location based dating service rolled out a new paid feature called Tinder Plus. The update has many accusing the company of being ageist.

With Plus, premium users are granted access to features called “Passport” and “Rewind.” If you’ve swiped through all the available singles in your area “Passport” allows you to change your location to connect with people anywhere around the world. Anyone who has ever regretted a swipe may also enjoy “Rewind,” which lets you re-do your last swipe. All in all these aren’t make-or-break features for the app, but their pricing is now under fire.

Tinder Plus users over the age of 30 will have to pay about $20 a month for the upgrade, but younger users under 30 will only have to pay about $10 a month. This gap has older singles protesting the app using #boycottTinder on Twitter, saying it’s discriminatory and arguing that they shouldn’t have to pay more for the same perks.

Tinder’s Vice President of Corporate Communications Rosette Pambakian, defended the age-related pricing telling TakePart via email that it actually benefits the company’s bottom line. She explained saying:

During our testing we’ve learned, not surprisingly, that younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger.

We’ve priced Tinder Plus based on a combination of factors, including what we’ve learned through our testing, and we’ve found that these price points were adopted very well by certain age demographics.

I’m not sure I buy that excuse. Pambakian elaborated by equating Tinder’s price tier with similar student discounts offered by the music-streaming service Spotify for premium services. But in my opinion it looks more like Tinder thinks being older and single makes you desperate, and as a result willing to cough up more money for swipes. Its not like they even need the extra cash, as valuations of the company range around $1 billion.

On a lighter note, if older people are discouraged from using Tinder, we wouldn’t end up with great videos like the following, where a 20-something year old young man sets his grandfather up on Tinder “dates.” Fair warning though, the video below, while adorable, contains some NSFW language:

In regards to demographics, Tinder co-founder Justin Mateen told the Guardian:

Early on, over 90% of our user base was aged between 18 and 24. Today, that number is about 51%. 13-17 year-olds are now over 7%, 25-32 year-olds are about 32%, 35-44 is about 6.5% and the remainder are older than 45.

Based on these figures it’s clear their core demographic is changing. But charging people for bonus features may not be the solution when it comes to legitimizing the “hookup app” as a real dating source. Only time will tell when it comes to whether or not Tinder execs will adjust its pricing due to public disapproval, or whether anyone will accuse them of ageism more seriously. My guess is this Tinder boycott won’t last long when people’s index fingers begin twitching from swipe withdrawal.

Alexis Evans

Alexis Evans is an Assistant Editor at Law Street and a Buckeye State native. She has a Bachelor’s Degree in Journalism and a minor in Business from Ohio University. Contact Alexis at aevans@LawStreetMedia.com.