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Why Tinder Plus is pricier for the over-30 crowd

<p>There's good news for those who are young and lonely — Tinder, the swipe-left-or-right dating app, has launched a premium service.</p><p>For $9.99 a month, or £3.99 in the U.K., you get access to two extra buttons.</p><p>For the wayward travelers, you can now change your location to match with folks in different areas. And for the indecisive, you can now "undo" any swipes you make. (Video via <a href="https://vimeo.com/111080451" target="_blank">Tinder</a>)</p><p>Sounds pretty straightforward, right? There's just one catch — if you're over 30 in the U.S. or 28 in the U.K., you're going to pay more. (Video via <a href="https://vimeo.com/96731057" target="_blank">Tinder</a>)</p><p>How much more? Double in the U.S. Almost quadruple in the U.K. (Video via <a href="https://vimeo.com/84069532" target="_blank">Tinder</a>)</p><p><strong>"You know what I'm going to do? I'm going to be picky at first," </strong><a href="https://www.youtube.com/watch?v=YkiR1KjIw7k" target="_blank">Conan O'Brien said</a> during a Tinder skit for his show. </p> <p><strong>"Yeah, I'm just going to go on a string of yeses at this point," </strong>said Dave Franco, who was also in the skit.</p> <p><strong>"I'm saying yes to Liza because that's my wife's name. I think that's very sweet that I can say yes on Tinder to someone who has the same name as the mother of my children."</strong></p><p>But it's not ageism behind the price difference, at least not according to Tinder. <a href="http://qz.com/353881/over-30-tinder-thinks-you-should-pay-more-for-its-premium-service/" target="_blank">A statement to Quartz</a> says it's about economics — younger people have less money to spend, so they get a lower price.</p><p>Tinder CEO Sean Rad <a href="http://edition.cnn.com/videos/tech/2015/03/02/wbt-tinder-launches-premium-service.cnn" target="_blank">explained it a little more</a> to CNN:</p><p><strong>"We don't expect everyone to use Tinder Plus; in fact, the way we priced it, it really appeals to some of our more power users."</strong></p><p>But some think Tinder might be trying to dissuade older users from using the app. A tech venture capitalist <a href="http://www.bbc.com/news/technology-31700036" target="_blank">told the BBC</a> the move comes off as <strong>"sleazy."</strong></p><p>The new Tinder Plus service will also allow users to dodge ads. Although they haven't been implemented into the app yet, you can probably expect to see these updates sooner rather than later now that the premium service is available.</p><p><em>This video includes an image from <a href="https://www.flickr.com/photos/66944824@N05/14837259957" target="_blank">Denis Bocquet / CC BY 2.0</a>.</em></p>
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Tinder launched a premium service in early March, and with the cool new features (like rewinding a left swipe) comes a higher price point.

Tinder Plus starts at $9.99 a month ... that is, if you’re under age 30. If you’re 30 or older, expect a bill of $19.99 a month. Many on social media, as well as reviewers in the app store, are protesting the decision.

For those uninitiated, the dating app presents a stream of photos, filtered by metrics such as age, location and gender, and users have the option to swipe right (like) or swipe left (discard). If two Tinder users both swipe right on each other's profiles, it's a match, each is notified and the pair can begin messaging.

The basic Tinder app is still free, but to access the new features, upgrading to Tinder Plus is necessary. A Tinder spokesperson told CBS News that in several months of testing, the company determined "that these price points were adopted very well by certain age demographics."

She pointed to Spotify as another company that has a tiered pricing structure based on age, charging less for students.

"Tinder is no different; during our testing we've learned, not surprisingly, that younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger."

Tech Crunch likened the tiered structure to Uber's surge pricing, but for romantic endeavors, stating that Tinder's strategy seems as if older users, who theoretically have less supply and offer less demand, should pay a greater amount for extra dating tools.

Users in developing countries can upgrade for as little at $2.99 per month, Tinder said. The company has not confirmed the specific age-related pricing tiers, though 6 different Top In-App purchase price points are listed in the iTunes App Store.

New features include “Rewind,” where you can undo a last swipe left if you accidentally reject someone, and "Passport," where you can choose matches from any location in the world, rather than just in your immediate area.