The Mating Grounds

Swipe to Success: How Dating Apps Are Making a Fortune

How Dating Apps Make Money: A Comprehensive Guide

Are you tired of swiping endlessly on dating apps without getting any results? Have you ever wondered how these apps make money?

In this article, we’ll take a deep dive into the different ways dating apps generate revenue and explore some popular subscription services. Subscription Models: Paying for Love

When you sign up for a dating app, you’re usually given a range of features for free.

However, if you want to get the most out of the app, you’ll need to pay for a subscription. Subscription models offer users additional benefits, such as swiping features, access to a higher number of likes, and more.

Tinder, for example, offers two tiers of subscription: Tinder Gold and Tinder Plus. With Gold, you get features like seeing who liked you before you swipe and being able to swipe in other cities.

Plus, on the other hand, includes unlimited swipes and the ability to undo swipes. Bumble, a female-friendly dating app that puts women in control by requiring them to make the first move, also has a subscription service called Bumble Boost.

With Boost, women can extend matches beyond the 24-hour time limit and see who has already swiped right on them., one of the first dating apps, also has a subscription service that includes profile creation, advanced search options, and personalized match criteria.

This app is geared more towards those who are serious about finding a long-term relationship. Hinge Preferred Membership offers users exclusive features such as seeing who liked their profile and advanced preferences like ethnicity and religion.

Plenty of Fish, frequently known as POF, offers a premium membership known as Gold Star. With Gold Star, users can view an extended profile of others and send virtual gifts.

OkCupid offers a subscription called A-List, which provides users with additional features such as profile viewing, message reading, and browsing the app ad-free. Coffee Meets Bagel, a dating app that offers limited preferences with daily suggestions, offers an activity report, which is a one-time purchase that allows users to see how active they are on the app.

One-Time Purchases:

Boosting Your Profile

In addition to subscription services, many dating apps offer one-time purchases that can boost your profile’s visibility. These purchases can include “super likes” or “boosts” that increase your chances of being seen by other users.

They can also include the ability to see who has already liked your profile, saving you valuable time and swipes. Advertisements: A Necessary Evil

Finally, dating apps generate revenue through advertisements.

While ads may be annoying to some users, they’re a necessary evil for app developers to keep the lights on. Some apps may include pop-up ads, while others may display banner advertisements or sponsored content.


Dating apps have become an increasingly popular way to find love in today’s digital age. Thanks to their subscription models, one-time purchases, and advertisements, these apps are able to generate revenue while helping people connect with one another.

Whether you’re using Tinder, Bumble,, or any other dating app, it’s important to understand how they make money and what their subscription services and one-time purchases offer. One-Time Purchase: Boosting Your Dating Profile

If you’re not quite ready to commit to a monthly subscription, but still want to take advantage of additional features, many dating apps also offer one-time purchases.

These purchases typically involve a small fee, which can be paid using coins or other in-app currency. The features included in these one-time purchases can help to boost your profile’s visibility and increase your chances of finding a match.

Stripped-Down Preferences

Some dating apps offer stripped-down preferences as a one-time purchase. For example, if you’re using a dating app that gives you a limited number of preferred matches per day, you may be able to pay for a one-time upgrade that enables you to see more matches.

Similarly, you may be able to pay for an upgrade that gives you access to additional search filters, making it easier to find someone who meets your specific criteria.

Boosting Your Profile

One of the most popular one-time purchases offered by dating apps is the ability to boost your profile. When you purchase a boost, your profile will be shown to a larger number of users for a set period of time, usually around 30 minutes to an hour.

This can increase your chances of getting matches and help you to connect with more potential partners.


Many dating apps offer in-app currency, such as coins, that can be used to purchase one-time upgrades or boosts. These coins can be purchased in bulk, and typically offer a discount compared to paying for each upgrade individually.

In some cases, you may also be able to earn coins through in-app tasks or referrals.

Short-Term Commitment

One of the advantages of one-time purchases is that they offer a short-term commitment, compared to monthly subscriptions which often require a longer-term financial commitment. If you’re not sure whether you want to commit to a subscription, a one-time purchase can be a good way to try out additional features without a long-term financial obligation.

Advertisements: Keeping the Lights On

Dating apps generate revenue not just from subscriptions and one-time purchases, but also from advertisements. While ads may be annoying to some users, they’re a necessary revenue stream for app developers to keep the lights on and continue to offer their services for free or at a lower cost.

Pop-Up Ads

Some dating apps use pop-up ads, which appear on the screen while you’re using the app. These ads can range from dating-related content to ads for household products or even entertainment networks like


While they can be distracting, they’re also a source of revenue that helps to keep the app running.

Revenue Stream

Advertisements are a significant revenue stream for many dating apps. In fact, app developers can earn millions of dollars a year from ads alone.

The specific revenue generated by ads varies depending on the app, with some apps earning more through subscriptions and one-time purchases, while others may rely more heavily on ads to generate revenue.

Dating-Related Advertisements

Some dating apps may display ads that are specifically related to dating. These ads can include promotions for other dating apps or services, or even sponsored content from dating experts or bloggers.

While they may not be relevant to everyone, some users may find these ads helpful or interesting.

Household Advertisements

Some dating apps may display ads for household products or services, such as cleaning supplies or meal delivery services. While these ads may not be directly related to dating, they can still be effective at reaching a target audience of users who are interested in home improvement or other domestic topics.


Entertainment networks like

MTV have also been known to advertise on dating apps. These ads can include promotions for new shows or music releases, and can be an effective way for

MTV to connect with a younger, digitally-savvy audience.

While some users may find these ads distracting, others may appreciate the opportunity to discover new entertainment content. In conclusion, one-time purchases and advertisements are two additional ways that dating apps generate revenue.

While they may not be as widely-discussed as subscription models, they’re still an important part of many app developers’ business models. By offering users a range of features and options, these apps are able to cater to users with different needs and budgets.

Conclusion: Adapting to the Freemium Model

In recent years, the freemium business model has become increasingly popular in the world of mobile applications. For dating apps, this model typically involves offering a basic version of the app for free, while charging for premium features or unlimited access to the app.

While this model can be an effective way to attract and retain users, it also presents challenges, such as scaling user restrictions and providing compelling purchase inducements.

Scaling User Restrictions

One of the challenges of the freemium model is finding the right balance between free and paid features. On the one hand, you want to offer a basic version of the app that’s accessible to a wide range of users.

On the other hand, you also want to incentivize users to upgrade to paid features by limiting the functionality of the free version. Finding the right balance between these two objectives requires careful planning and testing.

For example, some dating apps may limit the number of matches you can see in a day or restrict the features available to free users. Others may limit the amount of messages you can send or require a certain level of engagement on the app before unlocking certain features.

These restrictions can be an effective way to encourage users to upgrade to a paid version of the app, but they also need to be carefully calibrated to avoid alienating users.

Purchase Inducements

In order to encourage users to upgrade to a paid version of the app, it’s important to provide compelling purchase inducements. These can include access to premium features, such as unlimited swipes or the ability to see who has liked your profile.

They can also include one-time purchases, such as boosts or coins, that provide short-term benefits. To be effective, purchase inducements need to be carefully designed, taking into account user feedback and behavior.

For example, if users consistently express frustration with the app’s restrictions on the free version, an upgrade that unlocks those restrictions may be more compelling than an upgrade that simply offers additional features. Similarly, if users are struggling to find matches on the app, a boost or the ability to see who has liked their profile may be more appealing than a feature that’s less directly related to their experience on the app.


The freemium model is a popular way for dating apps to attract and retain users while generating revenue. However, it presents challenges, such as scaling user restrictions and providing compelling purchase inducements.

By carefully calibrating these aspects of the app, developers can create a more satisfying user experience and increase the likelihood that users will upgrade to the paid version of the app. As the world of mobile apps continues to evolve, the freemium model is likely to remain a key strategy for dating app developers looking to stay competitive and grow their user base.

In conclusion, the world of dating apps is constantly evolving, and developers are finding new and innovative ways to generate revenue while still providing value to users. Whether through subscriptions, one-time purchases, advertisements, or the freemium model, dating apps are finding ways to cater to users with different needs and budgets.

By offering a range of features and options, these apps are making it easier than ever to connect with potential partners and find love in the digital age. The significance of these developments is a reflection of the changing nature of dating and relationships in the 21st century, and it’s clear that dating apps will continue to play an important role in shaping how people form connections and build meaningful relationships in the years to come.

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