What Is Tinder?

Tinder
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Tinder is a geosocial networking platform that was founded and established in America. It is a virtual dating app that enables users to privately swipe to like or dislike profiles based on certain factors. These factors include their photos, bio and mutual interests. When a pair of users are matched, they can text each other.

Tinder was founded eight years ago. It is currently available in multiple languages. The app runs across different operating systems like iOS, Android, and web.

The app was launched in startup incubator Hatch labs as a jointly-run venture between mobile application development from Xtreme labs and IAC.  2 years after its inception, Tinder was recording roughly a billion swipes daily.

It began by letting users sign up with just a phone number in August 2019. It can be accessed through a mobile application (for phones) or a web browser (for computers). Registration on Tinder demands the use of a mobile device.

Tinder runs on a business model that provides basic features for free but attach a fee to advanced or special services and features.

Table of Contents

History

In January 2012, Sean Rad was hired by Dinesh Moorjani, the startup incubator Hatch Labs CEO, as GM of Cardify, a credit card loyalty application.

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He met Engr. Joe Munoz, who eventually became the technical co-founder to engineer for an event where they worked on collaborative software development. Together, they built an early sample for MatchBox in February 2012.

Rad stated that the stimulating factor for creating the dating app was his observation that, no matter who you are, you feel more comfortable approaching somebody if you know they want you to approach them. He was confident a double opt-in process could be established to mitigate the stress of meeting new people possibly.

He said that Tinder occupies a gap in the supply of social spaces for an encounter with strangers, instead of communicating with people a user is already familiar with. Matchbox was the initial name for Tinder; it was changed in August 2012 to match the platform’s logo at the time.  It was introduced to the app store.

Rad hired Justin Mateen as a contractor to head the launch marketing of Tinder. He also lobbied for his wife and sister to join him as field marketers. Tinder was then introduced at several college campuses and rapidly expanded to more campuses.

It won TechCrunch’s Crunchie Award for Best New Startup of 2013. This occurred with Cardify and Hatch Labs being neglected and stopping operations by that point.

Tinder (2013 – 2015)

By May 2013, Tinder was already among the top 25 social networking apps in the virtual world. This list was premised on the regularity of use and amount of users.

Initially, rather than using Tinder’s current swiping move for making matches, users had to tap either a red X  or a green heart choose or depart from an exhibited photo. Tinder was the first novel online dating platform to snag a spot as one of the web’s top five used services within a space of 10 years.

By October 2014, Tinder users averaged over one billion swipes daily, resulting in about twelve million matches per day. This same year, Tinder’s average user typically expended roughly an hour and 30 minutes a day on the app.

2016

In 2016, Tinder invested in Vina, a social platform founded for women connecting and nurturing new friendships. Tinder commenced the test-running of its Boost feature in Australia. The feature was launched and integrated into the app for all users worldwide in October.

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Boost enables users to place their profile as the most visible profile in their vicinity for about thirty minutes, displaying such profiles before others to other nearby users. According to Tinder, its users can get as many as ten profile views on an average while Boost is running.

Users of Tinder Plus can use one free Boost each month. Non-subscribers and Tinder Plus subscribers who are interested in getting more boosts can buy extra boost functions. This functionality is similar to an advanced or special feature used on OkCupid, another property of Match Group.

2017

In March, Tinder introduced Tinder Online, a web-based version of the dating app to ensure that people can access the platform using their desktops.

Originally, It was just available in Argentina, Brazil, Colombia, Indonesia, Italy, Mexico, the Philippines and Sweden. It also didn’t have advanced features such as Super Likes or Tinder Boost. Tinder Online was introduced globally in September.

In June, Tinder introduced Tinder Gold, a service exclusive to only members. It offers their most exclusive functionalities: unlimited likes, rewind, passport, five Super Likes per day, one Boost per month, and more profile controls.

This is an elective service offered to Tinder Plus users, but it comes with an extra fee as a paid subscription.

2018

In August, Tinder had attained over 3.7 million paid subscribers, roughly 81 per cent in the same quarter’s statistics last year.  Later that same month, Tinder introduced Tinder University. This feature enables college students to meet with fellow students within their campus environment and in schools close to theirs. In December, Tinder introduced a new editorial website called Swipe Life.

2019

In May, Tinder was reportedly planning for a lighter version of its app called Tinder Lite. It was established to advance markets where data usage, bandwidth and storage space were a concern.

In August, Tinder had roughly 5.2 million paying subscribers at the end of the second quarter. It had achieved about 1.5 million subscribers from the second quarter of 2018 and had increased by 503,000 subscribers by the first quarter.

Tinder beat Netflix to become the highest-grossing non-gaming app. Tinder’s subscriber base’s growth heralded Match Group’s shares to its best-ever single-day gain in their history.  That same month, they achieved an increase in their market capitalization up to the tune of over $5 billion.

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2020

In January, the management of Tinder activated a panic button and anti-catfishing feature to enhance the safety of US subscribers. Tinder has plans to make these features available worldwide for all its users in the near future. If something is off on a date, a user can click a panic button, relay the precise location data, and contact emergency services.

Before meeting with their dates, users must take photos (selfies), to verify if the images on their Tinder profiles correspond with their real identities. Reacting to the global Covid-19 pandemic that started in March, Tinder fleetingly made its passport feature accessible to all its subscribers around the world. Initially, this feature was exclusive to users who had paid for a subscription.

In August, Tinder announced plans for their Platinum subscription plan, which provides more value beyond Tinder’s current Gold subscription plan. In September, Tinder re-introduced Swipe Night, a conversational series where subscribers decide based on a storyline. Swipe Night had initially been introduced in October 2019.

It was supposed to be unveiled globally in March, but it was shifted to September because of the COVID-19 pandemic. Swipe Night’s global launch contained several countries and languages.

The three primary decisions arrived at in every episode of the conversational series on the user’s profile, and it can be utilized for a matching potential. In November, Tinder announced that it performed beyond expectation concerning the earnings for the third quarter.

Tinder app witnessed an increase in income and growth in their subscribers base. This happened during the third quarter of this year, even though it was in the middle of the pandemic. The app was able to increase by 15% in the number of users since the third quarter of last year. It also achieved a 16% boost in their subscribers base.

Tinder now has roughly 6.6 million subscribers worldwide, and it has been on a steady growth since June when they were at 6.2 million subscribers. This month, Tinder unveiled their partnership with rap superstar, Megan Thee Stallion for the Put Yourself Out There Challenge, offering $10,000 to users who made distinctive profiles.

Tinder Features

  • Swipe: Swipe is the focal point of Tinder’s design. The app’s algorithm provides users with the options of swiping towards the right to like possible matches and swiping towards the left to move on with their search for compatible matches
  • Messaging: Messaging is another prominent and commonly used feature. Once a user is matched with another user, they will be able to send and receive text messages from each other on the app
  • Instagram integration: Instagram integration is a feature on Tinder that gives users access to other users Instagram profiles
  • Common connections: Common connections enable users to find out whether they have a mutual friend on Facebook with a match. This is a first-degree linking on Tinder. There is also a connection where a user and their match have two distinct friends who are friends.  This is considered a second-degree connection on Tinder
  • Tinder gold: Tinder Gold was launched globally in August 2017. It is a paid subscription feature that enables the user to view those who have already liked them before swiping
  • Panic button: The panic button was launched in the US from January 2020. This feature will contain emergency aid, location tracking, and photo authentication
  • Paid subscriptions: In March 2015, Tinder launched its paid service, Tinder Plus. It is a feature enabling limitless matches, while the free Tinder app restricts the number of right swipes within 12 hours. This restriction has been deemed controversial due to its limit on the number of likes a free user can give within a certain period. Tinder Plus also charges various fees for multiple age groups.

The fee for a Tinder Plus subscription was $14.99/US$19.99 monthly for users above the age of 28, while the service for a user aged 28 and below was $3.99/US$9.99 monthly.

Users

Tinder users age demographic in 2015:

  • 16 – 24 (38%)
  • 25 – 34 (45%)
  • 35 – 44 (13%)
  • 45 – 54 (3%)
  • 55 – 64 (1%)

Tinder is popular and commonly used across the world, and it is available in over 40 languages.  During late 2014, an approximate of about 50 million people made use of the app monthly.

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The lowest age-eligible to register and use Tinder was 18. During June 2016, Tinder was no longer accessible to anyone under the age of 18.

Underage people were banned when caught using Tinder, and the ban lasted till they reached 18. During April 2015, Tinder users swiped across a total of 1.6 billion profiles and recorded over 26 million matches daily. Since the inception and launch of Tinder 8 years ago, it has attained over 8 billion matches.

User behaviour

As at June 2015, 62% of Tinder users were male and 38% were female. David Buss, Psychologist at the University of Texas, stated that apps such as Tinder and OkCupid offer users the impression that they are numerous possible mates.

One perspective on this is the effect it has on the psyche of men. Once an abundance of women is perceived, the entire matching system is likely to lean towards ephemeral dating. There is also the feeling of being detached when selecting potential partners.

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