Mature romantics just caught a break. Tinder has settled a lawsuit accusing it of age discrimination for charging the 30-and-up crowd double to subscribe to its premium Tinder Plus service. The Match Group-owned brand will pay $17.25 million in cash and in-app features (such as $25 checks, Super Likes and Plus/Gold subscriptions) to users who had to pay $20 per month instead of the $10 offered to younger customers. Tinder will also have to stop charging general age-based rates in California, although it will have the option of discounting service for people 21 or younger. The woman behind the lawsuit, Lisa Kim, will also receive $5,000.
Match Group is ramping up the monetization on its popular Tinder app as investments in technology infrastructure, data science and market segmentation start to pay off. OKCupid and PlentyofFish and revved the growth engine that is Tinder. Gregory Blatt, outgoing CEO of Match Group, said that Tinder has been able to use the new "Likes You" feature to up sell customers to Tinder Gold, a premium plan. Tinder also has Tinder Plus, which is another premium service. Overall, Tinder added 476,000 paying monthly customers in the third quarter to hit 2.6 million.