Tinder Plus is due to launch today, with an expected price of $9.99 in the US.
Sources close to the matter told TechCrunch that after months of price testing – ranging from $0.99 to $19.99 – the settled on price would be $9.99.
Tinder Plus will give singles an undo and passport feature — letting you take back a swipe, and change your location.
As we wrote last week, Tinder Plus has had a confusing roll out, with the company trying a variety of prices, while also testing limited swipes – creating uncertainty about their subscription service amongst users.
We also posted a screenshot of the Tinder Plus paywall in the UK, which costs £7.99, and in addition to offering Passport and Undo, has a feature called “Turn Off Ads” for uninterrupted play.
This shows Tinder also plan on including advertising soon, something The Match Group Chairman Greg Blatt referenced last July – saying they would monetise Tinder “like our other sites”, using a combination of ad revenue, recurring revenue and cart revenue.
And over the weekend, re/code also confirmed this, in a story which was retweeted by Match Group CEO Sam Yagan.
The piece by Kurt Wagner says Tinder have approached a handful of ad partners, including Facebook and Twitter, as they make serious moves to begin advertising on the mobile app.
The person leading this is Brian Norgard, the co-founder of the Snapchat-style messaging startup Tappy, which Tinder acquired earlier this year.
Sources say these ads will roll out later in March.