Tinder is charging young gay and lesbian users and people over 30 up to 48 per cent more for its premium service, an investigation has revealed. Consumer group Which? said its findings suggest possible discrimination and a potential breach of UK law by the popular dating app. Tinder said it was'categorically untrue' that its pricing structure discriminates by sexual preference. It would not explain why people are charged different prices for its Tinder Plus service, rather than just a blanket fee, but did admit that older people have to pay more in some countries. The dating app claimed that this price difference was'a discount for younger users', but Which?

Tinder users have known for a while that the price you pay for the dating app's premium service, Tinder Plus, might not be the same amount the people you're swiping are shelling out. Tinder has already settled an age discrimination lawsuit in California, which saw users over 29 in the state -- who, like all U.S. users, had been paying double what younger people were for the subscription -- eligible for part of a settlement totalling $23 million. Now the Australian consumer organisation Choice has filed an official complaint with the national consumer commission, the ACCC, after conducting a mystery-shopper survey that found prices for a one-month subscription to Tinder Plus ranged from AUD$6.99 to more than AUD$34, with no transparency upfront about the variation. Tinder Plus is the lowest tier of Tinder's premium subscription options, offering users extra features like unlimited swipes, the ability to undo left-swipes, and Super Likes and Boosts to help get your profile more attention. There's also Tinder Gold, which includes all the above as well as the ability to see who's already swiped right on you and Top Picks, and the new Platinum tier, which includes the ability to message people you haven't actually matched with yet.

Tinder says it will no longer charge older users more to use Tinder, following a new report questioning the dating app's practice of charging older users "substantially more." The report, from Mozilla and Consumers International, detailed just how much Tinder pricing can vary based on users' age. The report relied on "mystery shoppers" in six countries -- the United States, the Netherlands, New Zealand, Korea, India and Brazil -- who signed up for Tinder and reported back how much the app charged for the subscription. According to the report, Tinder users between the ages of 30 and 49 were charged an average of 65.3 percent more than their younger counterparts in every country except Brazil. Tinder's age-based pricing for Tinder, which gives users access to premium features like unlimited likes, has long been a source of controversy for the dating app.

Match is becoming the first major dating app to provide its premium users with personally-tailored advice through a free human coach. The company announced today that it is beginning to roll out a new service called AskMatch which allows its paid users to chat on the phone with one of the company's dating hired'experts.' According to a report from TechCrunch, Match members can pick their coach's brains on a variety of topics that include how to set up a good dating profile, getting over a break up, or more general advice on dating. In multiple phone interviews, Match CEO, Hesam Hosseini said that the service will help to push the online dating platform, which has been in existence since 1995, into the future. 'Match's mission has always been around relationships and bringing people together.

If you're getting thumb strain from trying to swipe your way to the perfect partner on Tinder, the latest update to the dating app could be the solution for you. Tinder is piloting a new feature, dubbed'Picks', that ditches the need to constantly swipe left or right to trawl through users' profiles on the dating service. Instead, Tinder Picks highlights a handful of fellow lonely hearts that it believes will be a good match, based on similar career, hobbies and interests. Although any Tinder user can see the profiles picked-out for them by the app, only those who subscribe to the Los Angeles-based dating company's £7.49 Tinder Picks will highlight a handful of dating app users who share similar interests, hobbies, and jobs.