For most guys, logging into Tinder meant swiping right on a ton of girls’ faces in hopes one of them would be a match and you could send them your cheesy pickup line. Well, starting this week guys’ dating app game is going to need some major revision.

Today Tinder launched “Tinder Plus,” its new premium service that dramatically changes everything about the app. Tinder Plus will cost $9.99 and allow users to change their location, block ads and allow them to rewind on matches. Meaning if you accidentally swipe left on a girl and suddenly realize she’s actually your soulmate, she’ll no longer be lost in your long pile of rejects.

And yes, they’re adding ads to Tinder at some point this month.



Perhaps most surprising is that Tinder Plus users will be allowed unlimited swipes on the app. You’re probably thinking, “So what? Everyone has that.” Nope. Not anymore. Turns out non-premium users will only get a certain amount of right swipes every day. And if you reach your limit, this screen will pop up:



So basically Tinder’s strategy is, “You know that thing everyone likes about our app? Let’s take that away and make them pay for it.” No word on whether Tinder will be purging all the porn bots that have taken over the app and accounting for what seems like two-thirds of male users’ matches.

Also, not every user will be paying $9.99 for Tinder Plus. If you’re 30-years-old or older, you will actually pay $19.99 for the service. A Tinder spokesperson pointed out to NPR that other services, such as Spotify, offer different price tiers based on age. No word on if they’re going to make 50-year-olds pay $49.99 a month to shame them for using Tinder.

Tinder Passport is another new feature that will allow users to view people in locations outside of their area. So if you’re vacationing in Seattle but want to look up matches back home in Omaha, you can do that. Or if you’re just curious what college girls look like in Gainesville, Florida, now you can do that as well.

So while some of these features, particularly the rewind feature, are major improvements, the experience to non-payers seems to be dramatically inferior than before. Are people really so desperate to get laid that they’ll pay $10 a month for some extra swipes? Particularly when there’s this wonderful place called “reality” where they can meet people for free?

We’ll see if Tinder’s 50 million users swipe left or swipe right on all these changes.

Joseph Misulonas is an editorial assistant for He does not hesitate to swipe right. He can be found on Twitter at @jmisulonas.