Tinder, the popular dating app, is reportedly working on a new subscription tier called “Tinder Vault” that will cost users $500 USD ($750 AUD) per month. According to an interview with Tinder’s chief product officer, Mark Van Ryswyk, the new subscription tier will offer users exclusive perks, such as special status’, priority pass, personalised concierge service, and “premium passport.”

Although it is still in the early stages of development, screenshots found by Gizmodo from a Reddit user indicate that “Tinder Vault” is intended for serious daters who are willing to pay a premium for the service. This ultra-premium tier is part of Tinder’s effort to shift away from its current image as a hookup app and rebrand itself as a platform for finding something more serious.

Van Ryswyk acknowledges that introducing such a costly subscription tier is a delicate balance. While it should add value to the overall Tinder ecosystem, it cannot break the experience for free members, who make up the majority of the platform’s user base. The development team is still learning how to make the subscription tier impactful enough for serious daters.

While the exact features and price points of “Tinder Vault” are still subject to change, it marks a significant shift in Tinder’s business model. It will be interesting to see how this new ultra-premium tier fits into the overall Tinder ecosystem and whether it will be successful in attracting more serious daters to the platform.