The cost of using dating apps can become expensive, but for many, it’s worth it.


Wealth may not buy you love, but the bill for finding romance on the internet is increasing.

The escalating cost of dating applications, matchmaking services and, for those in search of an even larger advantage, love training, can demand singles to invest hundreds or even thousands of dollars in their quest to find a partner— and this occurs before the first date.

While most applications operate on a so-called “freemium” model, modifications and premium features that dating services assert will boost your success rate can greatly raise costs. Popular dating applications such as Tinder, Bumble, Hinge, The League and others still provide free versions, but have users paying for additional features that the companies assure will provide enhanced experiences and more desirable romantic prospects as the services look to monetize their platforms.

These modifications can consist of:

  • Paying for limitless “likes”
  • Accessing to a list of users who “like” you
  • Implementing extra dating preferences
  • Being more visible on the application
  • Giving virtual gifts such as flowers

Study from Morgan Stanley revealed that about 32% of single people in the U.S. utilize online dating services, and just over a quarter of them invest. The average investing user spends between $18 and $19 monthly on subscriptions or à la carte purchases according to the research.

For instance, on Match Group-owned Hinge, an upgrade to Hinge + is priced at $100 for six months, or $17 per month. This enables users to “like” an infinite number of individuals, see who likes them, and be more selective about potential matches. Hinge stresses their free membership along with what they describe as “efficient” subscriptions.

Valuable Enhancement?

Some matchmaking advisors who help people refine what they’re seeking in a partner endorse an upgrade to pricier dating application subscriptions.

“The premium paid services make a lot of sense to me,” stated Natalia Juarez, a dating coach who specializes in breakup recovery and dating strategy.

Although some may ridicule the concept of paying a great deal in affairs of the heart, Juarez equated the payment for dating apps to paying for premium service through rideshare companies such as Lyft and music streaming services such as Spotify. “People understand the value of enhancement — it has infiltrated all aspects of life. I am not surprised dating applications have pursued the same thing,” Juarez commented.

Relationship coach Amie Leadingham also acknowledged the change in perspective that has made more individuals comfortable investing in order to make a romantic connection. “I do suggest the payment sites over the free sites, since the free sites are crammed with fake profiles and scammers. When you invest, you have more intention, and it shows that you are more serious about online dating,” Leadingham informed CBS MoneyWatch.

If you don’t pay, “you’re not getting dates”

For their part, certain individuals who pay for premium dating services convey that the enhancements are worth it, while also wishing the free services were enhanced.

Bretton Auerbach, founder of a real estate marketplace, located in New York, had been investing in dating applications for several years. When he first began using dating applications, including Tinder, about ten years ago, he quickly faced two dilemmas; First, it was using up a large amount of his time and second, he was encountering limitations on how many peoples’ profiles he could like.

To conserve time and meet more individuals, Auerbach signed up for paid versions of a number of dating applications and eventually found himself expending around $1,000 every month on paid features. This allowed him to view roughly 100 profiles to secure a date or two.

“If you’re not paying, you’re not getting dates,” Auerbach maintained. He likened these features such as “boosts” that heightens your profile’s visibility to “going into a casino where you buy a number of chips, throw them in a slot machine where the wheels spin, and hope you see someone attractive. ”

Notably, he also conceded that he has spent “a lot of money” on dating apps, and ultimately hasn’t found them that useful.

“The best dating experiences I’ve encountered have mainly been through meeting people within my social network,” Auerbach said.

Expert guidance on dispelling dating misconceptions


Bianca Kenworthy, founder and CEO of Pomme Creative, a hospitality consulting firm, formerly paid for dating applications, and encountered her spouse on Hinge. She upgraded for the same grounds as Auerbach.

“You necessitate the applications because that’s how you meet people now. Our time is precious, and the applications enable you to screen in some way, those whom you’re meeting up with,” she stated.

Kenworthy believed the prospects she was shown in Hinge’s paid service were better suited for her. “I recognized the potential individuals were more tailored to you, based on an algorithm,” she explained.

In terms of the monthly fee, Kenworthy deemed it worthwhile. “That’s like what a pedicure costs. I was searching for a life partner, and I saw it as a monthly investment that could potentially find me that person.”

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