Subscription-Based Models
Freemium Subscription Model
While dating for money may be a conscious choice of some people, others need to try it for free first. And this business model allows users to taste the main functionality of the platform for free and pay for additional functionality. For example, sending unlimited messages or limitless swiping for Tinder-like applications. So how could you turn free users into paid ones? The main idea is to select the specific set of features users potentially wish to upgrade to. Freemium is the ideal business model for start-ups that aim at gaining an audience, building customer loyalty, and developing brand awareness.
Dating apps with a freemium business model
Tinder allows free users to do up to 25 swipes per day, set the basic search filters, chat with matched people, and basically, that’s it. However, the simplicity and the visual aspect of the app helped to attract and hook the audience for about a decade. Additional functionality comes in three membership levels: Tinder+, Tinder Gold, and Tinder Premium. This ladder of features and prices covers the gap between a “wow, that’s too expensive” paid membership and a free one. As an expert in dating, Tinder knows that moving things smoothly and slowly is always for a better result.
With Bumble, users can also swipe through other members’ profiles, match with potential dates and send messages. Also, the platform allows free users to extend one match per day, adjust their search preferences, make video/audio calls, play Question Game, etc. Nevertheless, this app is famous for providing a more positive experience for women: it's ladies who are in charge of starting the conversation within 24 hours.
The payment model is slightly different from Tinder, as Bumble offers to buy features rather than membership. The Spotlight feature boosts the user's profile for 30 minutes to make it more visible. SuperSwipe shows particular interest in the potential matches. The users can basically purchase the number of times these features will be used.
Paid Subscription
The difference between a freemium and a paid subscription model is that the last implies payment for a certain time. This monetization strategy focuses on users who are ready for dating for money, but want to be sure that they pay for real value. It means that potential users can use the app only after paying for it. This “entrance fee” plays the role of a so-called filter that indicates fewer fake profiles and fraud and also helps to build up a reputation as a trusted platform. This model suits dating websites whose target audience seeks more serious dating. The paid membership model can also be a good solution for some niche dating websites if they offer something truly valuable and unique.
Of course, if you feel like it’ll be hard for you to convince potential users to sign up right away after they discover your dating app, you can offer a free trial period. And as soon as it ends, you can terminate the user account until payment is done.
A free trial is a common practice for online services to gain an audience and win their loyalty. Usually, dating apps offer a variety of subscription packages for different time lengths. But the common rule is the longer you subscribe, the less you pay per month.
Dating apps with a paid subscription business model
eHarmony - a quite popular service for serious relationships - is combining two strategies by offering free features for a basic plan and Premium Memberships for 6 months ($65.90 per month),12 months ($45.90 per month), and 24 months ($35.90 per month).
One more website to check out for benchmarking is one of the oldest dating services - match.com. New users can explore the website for free for three days during a trial period and sign up for either 3, 6, or 12-month plans at the end of it. The main advantage of the website itself is the large database that has been collected since 1995. As eHarmony, match.com is mainly popular among those who are looking for serious relationships. So if your site’s concept refers to the same dating motivation, you may seriously consider a paid subscription option.
Premium Subscription Tiers
The most widely adopted and favored strategy for generating revenue from dating apps involves premium membership schemes that provide users with extra functionalities for a fee, such as:
- Prolonging the period available to reply to someone.
- Elevating the visibility of your profile to garner more attention.
- Access to a finite selection of extras such as special likes, gifts, etc.
- The capability to see who has expressed interest in your profile.
- Enhanced control over filtering options for the profiles displayed to you.
- The option for an incognito mode.
- Confirmation of message delivery.
- The feature to retract messages.
- The ability to set messages and pictures to disappear after a certain time.
- Storing frequently used phrases for quicker communication.
- An increased assortment of profiles displayed in your feed.
The subscription cost may vary depending on the user's location or demographic. Also, many individuals sometimes take breaks from dating, so offering both short-term and long-term subscription options could be appealing.
A good way to encourage users to adopt the Premium subscription model is to introduce free trial periods or visually indicate which features are inaccessible in free accounts, thereby illustrating the benefits of upgrading. This foundational business approach is utilized by nearly all dating platforms.
VIP Membership
How do dating apps make money on VIP access? Integrating a system of exclusive memberships alongside free or standard subscription models enables users to acquire VIP status for an additional fee. This VIP tier is typically characterized by two primary benefits:
- Enhanced visibility of the user's profile through a variety of promotional tools.
- Augmented app functionality, providing access to more sophisticated features.
VIP memberships often offer advanced matchmaking algorithms, deeper insights into user interactions, and expanded settings for privacy and discretion, depending on the application's specific features. The introduction of VIP options is a common strategy for dating applications to generate revenue once they have established market presence. For example, Tinder systematically introduced its range of VIP subscriptions, such as Tinder Plus, Tinder Gold, and Tinder Platinum. This strategy not only leverages technological advancements and the latest features but also allows for the monetization of these new offerings.
Another option for monetization is to focus on VIP members only. Reserved for those seeking an exclusive dating environment, platforms such as Raya and The Lox Club set a high bar to maintain a distinct user base, effectively sidelining the average individual. Gaining access is similar to entering an elite club, where entry fees mirror the exclusivity of a private society.
Membership rates for The Lox Club hover around $96 annually, with options to opt for a six-month subscription at $60 or a quarterly membership at $36. Raya, a haven for celebrities like Channing Tatum and John Mayer, offers its services at a modest fee of $8.99 per month. Another exclusive platform, The League, demands credentials such as an Ivy League degree or a notable professional background for admission. While basic access is complimentary, it restricts users to merely three swipes daily, urging an upgrade to premium plans that emphasize long-term engagement—$199.99 for a month, $99 for three months, or $67 for six months. The League further monetizes its elite status by offering "Owner" or "Investor" tiers, with fees reaching up to $399.999 per month.
