Hinge tests a cheaper plan as users become more fed up paying for dating apps

Hinge is testing a cheaper subscription plan as user frustration with paying for dating apps grows. The move comes as people increasingly tire of dating apps, putting pressure on the Match Group-owned platform's premium revenue model. The lower-priced tier could help Hinge retain paying subscribers who might otherwise churn, but it also risks cannibalizing sales of its higher-priced plans. The test signals broader pricing pressure across the dating app industry, where growth has slowed and users are pushing back on rising costs. Investors should watch whether the cheaper plan boosts subscriber counts enough to offset lower revenue per user, and whether rivals like Tinder and Bumble follow with similar offerings.