The Paid Version Of Tinder Is Rumored To Launch Today

It’s been rumored for months now that Tinder would transition to a freemium model, with its basic app still being free to anyone with a smartphone, and TechCrunch is now reporting that the paid upgrade to the app, officially dubbed Tinder Plus, will be rolling out today.

Tinder Plus will cost $9.99 a month (though screenshots of the project on TechCrunch show varying price options, including $1.99 and $4.99 a month), according to sources TechCrunch interviewed. The benefits include a “rewind” function which lets users cycle back to the last person they rejected; Passport, which lets users swipe in any city of their choosing (and presumably set up vacation hookups in advance); and turn off advertising — which likely means that free users will start seeing ads fairly soon as well. Interestingly, this latest report from TechCrunch makes no mention of what I think would be most important changeto heavy users who might not want to upgrade for those bells and whistles: unlimited swiping may no longer be free.

While TechCrunch had originally reported a month ago that unlimited right-swipes would become limited without upgrading to Tinder Plus, they omitted that mention in their newest report — and it’s just a small line item in Tinder’s official blog post from today announcing the launch of Tinder Plus. Passport and Rewind get brightly bolded sections explaining their methodology, complete with hi-res photos of happy, swiped upon users, while the limited likes is buried in the last few sentences with no accompanying photography of what happens when a user hits their swipe limit. The explanation itself is an overly erudite philosophical waxing, more than it is a clear explanation of how the world will now work under Tinder Plus:

“Tinder works best when swipes are genuine reflections of a user’s desire to connect. Limitations on rewinding and right-swiping give users more incentive to make sure their swipes are honest. For power users who want to express interest in a large number of people, Tinder Plus grants unlimited liking capability.”

Tinder Plus, which was originally set to launch last November, comes at a most crucial time for the IAC-owned company — just last week a Morgan Stanley associate released a scathing analysis about why Tinder will fail, primarily due to user turnover and the fact that users don’t want to pay for Tinder. Then again a game about destroying candy earns almost a million dollars a day, so what do I know.