But one popular dating service is tracking users' age to charge older singles more for their quest to find love—or even a short-term hookup.
In an attempt to monetize its wildly popular matchmaking mobile app, Tinder has rolled out Tinder Plus, a feature that allows users new perks—like taking a second look at the one who might've gotten away with a hasty, accidental swipe.
The upgrade doesn't come cheap for Tinder users over 30, who will pay about a month, compared with a month for younger users.
The increased fee for users above a certain age is inciting an online debate about age discrimination from singles who don't think they should have to pony up more money for the same perks.
People 55 and older visit American dating sites more than any other age group, the Mateen has since resigned from the company following a high-profile lawsuit in which former Tinder V. of marketing (and Mateen's ex-girlfriend) Whitney Wolfe accused the company of "atrocious sexual harassment and sex discrimination" against her.
Filed on June 30, 2014, the lawsuit was settled for an undisclosed sum in September—but it damaged Tinder's reputation as an app that empowered women.
The app made its first matches on college campuses like Mateen and Rad's alma mater, the University of Southern California, when it was first financed in early 2013 by IAC, the media company that owns and Ok Cupid.
"We've priced Tinder Plus based on a combination of factors, including what we've learned through our testing, and we've found that these price points were adopted very well by certain age demographics," Pambakian wrote, adding that Tinder's price tier is comparable to the student discounts offered by the music-streaming service Spotify for its premium upgrade. Among 32 of the most successful companies in the technology industry, only six had a median employee age greater than 35, according to data acquired by Pay Scale and reported in Tinder cofounders Justin Mateen and Sean Rad were just 26 when their months-old mobile app began to take off in 2013, garnering a steady stream of major press and more than 20,000 downloads per day during its first four months on the market.Writer Marci Robin declared she was quitting Tinder because of what she called "blatant ageism" in an essay published Tuesday on xojane.com, of which she is senior contributing editor."I'm pissed off because it's just flagrantly discriminatory," she wrote. The dating blogger who writes about her love life under the alias Soon2Be Cat Lady wrote that she was "a bit surprised" to find out that Tinder Plus was being offered to her for .99 per month, while the same feature was being advertised to younger daters at a 50 percent discount.Tinder Plus' age-specific fees could similarly alienate yet another facet of the app's demographic.
He estimated that about 32 percent of the app's users were between 25 and 32 and about 6.5 percent were between 35 and 44.
That doesn't mean older people aren't interested in dating.