If you get a message from someone you never matched with on Tinder, it’s not a glitch — it’s part of the app’s expensive new subscription plan that it teased earlier this year, which allows “power users” to send unsolicited messages to non-matches for the small fee of $499 per month.
That landscape, in fact, is largely populated by apps owned by Tinder’s parent company: as Bloomberg notes, Match Group Inc. not only owns the popular swiping app, but also Match.com, OKCupid, Hinge, and The League.
Match Group CEO Bernard Kim referred to Tinder’s subscriptions as “low-hanging fruit” meant to compete with other, pricier services, though that was before this $6,000-per-year tier dropped.
The incredible horror of tying self worth to romantic “success” and then charging people money for it, is awful on its face, but it leads to much worse things too. This is, in effect, charging money for people to have “access” to people who haven’t consented to being contacted, furthering the idea that money=access to people who can’t say no to you. Tinder is monetizing peoples’ emotional need for connection at best, which is horrible, but at worst it’s also propping up a whole complex of ideas that erode respect and consent toward potential romantic or sexual partners, and that the far end eventually leads to like, Andrew Tate shit. And why wouldn’t it work? People have had their self worth obliterated by the commodification of human beings that is mainstream heteronormative dating culture. Tech companies making themselves the mediator of human connection, romantic or platonic or in terms of activism, hobbies, groups, etc - and then charging money for us to know each other and meet each other - horrifies me daily.
It truly is disgusting that they’ve made this model. Tinder has always been severely flawed in my opinion, but this makes it several times worse.