Here’s why Tinder’s new paid service will cost more if you’re old

March 2, 2015, 8:46 PM UTC

Anyone over 30 still looking for love on Tinder will have to pay higher prices if they want some of the new features the dating app unveiled Monday.

Tinder has rolled out “Tinder Plus,” a pair of new paid features including the chance to undo a swipe and connect with people in different parts of the world — say, ahead of a vacation.

Base pricing for the new Tinder Plus features is $9.99 per month. But for people 30 and up, it will run $19.99 per month. Why? Because Tinder thinks older users can afford higher prices.

“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,” said a Tinder spokeswoman.

Prices vary throughout the world as well; in developing countries, the monthly fee is closer to $2.99.

Just last week, Morgan Stanley threw water on Tinder’s fire in a note saying the application would have difficulty monetizing successfully.

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