Tinder will start to test a new feature that will help paid users to get better matches across different characteristics like education, job type, hobbies, and more.
The new feature, “Tinder Picks” will only be available to Tinder Gold subscribers. The tier was launched 2017 and offers a different price for different markets. Combined with Tinder Plus it averages 3.5 million paid subscribers. Tinder Gold provides a range of features: Passport, Rewind, Unlimited Likes, and a feature allowing users to see who liked them; and now Tinder Picks comes to add to that list.
Tinder Picks is a feature based on information that users share on their profiles – education, type of job, what they enjoy doing, hobbies, and interests. The information is used to match users into groups.
Brian Norgard, Chief Product Officer at Tinder, explains, “With Picks, we’re offering users a new way to discover the most interesting people on Tinder […] Picks delivers a personalised, premium user experience within Tinder Gold that puts a spotlight on unique characteristics that make our users stand out.”
Tinder Picks will surface the day’s top Picks every 24 hours and can be accessed by tapping the diamond at the top of the Discovery screen. Users will need to upgrade to Tinder Gold if they want to swipe on top picks, send their matches Super Likes, etc. While Tinder Picks refresh after 24 hours, Tinder Gold users can buy more at any time. Super picks will be sold in packs of 10, 20 or 30 Picks.
Wonderful. And guess what? Tinder Picks also works with Passport, which means users can also check out Picks in other cities while they’re at it. For the time being though, Picks are working in the U.K., Germany, Brazil, France, Canada, Turkey, Mexico, Sweden, Russia and the Netherlands. Depending on how people respond to the new feature, Tinder will decide whether to roll it out further.
With this new feature, Tinder is going head to head with dating app Coffee Meets Bagel, which works very much in the same way, providing a better, curated selection of potential matches.
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