Tinder has officially launched its premium Tinder Plus service, following several weeks of trials in the UK and Europe.
The service allows people to subscribe for new features including the ability to undo swipes, change locations and have unlimited likes.
To many people's surprise, the California company has decided to introduce different pricing tiers depending on people's age.
For those under 28, Tinder Plus is available for £3.99 a month. But if you’re older than that, the service costs £14.99 monthly. Americans are being charged more, with prices of $9.99 if they’re under 30 and $19.99 if they’re 30 and over.
A Tinder spokesperson said that its aged-based pricing had been carefully considered.
"Lots of products offer differentiated price tiers by age, like Spotify does for students, for example.
“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."
In a blog post, Tinder added: “With Tinder Plus we're giving our users access to their two most-requested features through Passport and Rewind, as well as unlimited liking capabilities.
It explained that Rewind lets you take back your last swipe. "If you accidentally swiped left on someone you want to get to know, they're no longer lost in the Tindersphere forever. Now you can get him/her back with the touch of a button," the company wrote.
The Los Angeles-based company continued: “Passport lets you change your location to match with people around the world. Swipe, match and chat with Tinder users in a destination of your choice. Navigate between your current location and new destinations.”
Tinder said it is rolling out Tinder Plus gradually, and expects that it will be available globally by the end of the year.