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Tinder charges people over 30 up to 48% more

Tinder is charging people more than 30 to 48 percent more for its premium service, a study has revealed.

That? said his findings point to potential discrimination and a possible violation of UK law by the popular dating app.

The consumer group also initially accused Tinder of raising prices for young gay and lesbian users aged 18-29, but has since backed down.

A statement from Which? said: “Initially opting not to provide further information, Tinder has since revealed that it is offering discounts to users aged 28 and under in the UK.”

It added that the dating app “claimed that by including 29-year-olds in our analysis of the relationship between price and age and sexual orientation,” the results would be skewed to make it appear that LGBTQAI+ members were paying more based on orientation, when in fact it was based on age”.’

That? said it has “no evidence that sexual orientation affects pricing for young Tinder users” in light of the new information.

Tinder had previously said it was “categorically untrue” that its pricing structure discriminates on the basis of sexual orientation.

The dating app claimed that this price difference was ‘a discount for younger users’, but Which? found that this is not made clear to people using the app.

That? has reported its findings to the Equality and Human Rights Commission (EHRC) and the Information Commissioner’s Office (ICO) and called on them to investigate whether there has been a breach of UK law.

The EHRC, the UK’s equality regulator, said it was investigating the matter and called the findings “concerning.”

Tinder is charging people more than 30 to 48 percent more for its premium service, a study has revealed

Tinder is charging people more than 30 to 48 percent more for its premium service, a study has revealed

Those aged 30-49 paid 48 percent more (€24 difference) and those over 50 paid an average of 46 percent more (€23.19 difference) for a 12-month Tinder Plus subscription

Those aged 30-49 paid 48 percent more (€24 difference) and those over 50 paid an average of 46 percent more (€23.19 difference) for a 12-month Tinder Plus subscription

Those aged 30-49 paid 48 percent more (€24 difference) and those over 50 paid an average of 46 percent more (€23.19 difference) for a 12-month Tinder Plus subscription

WHAT ARE THE KEY FINDINGS OF THE STUDY?

Tinder charges people more than 30 to 48 percent more for its premium service, a Which? research has shown.

The consumer group asked nearly 200 mystery shoppers to create real profiles and write down prices for Tinder Plus.

Those in the 30-49 age bracket paid 48 percent more (€24 difference) and those over 50 paid an average of 46 percent more (€23.19 difference) for a 12-month Tinder Plus subscription.

The consumer group asked nearly 200 mystery shoppers to create real profiles and quote prices for Tinder Plus, a premium package that includes perks such as unlimited ‘Likes’ and ‘Rewinds’ and the ability to undo unintentional selections.

Those in the 30-49 age bracket paid 48 percent more (€24 difference) and those over 50 paid an average of 46 percent more (€23.19 difference) for a 12-month Tinder Plus subscription.

That? found that the full extent of how personalized pricing is applied isn’t clear in the Tinder app — without explaining to customers that their personal data could be misused in this way.

It is occasionally justified under UK law to offer age-based price variations for the same product or service, such as discounts for the over-65s or students, where there can be demonstrated a legitimate basis for doing so.

However, in this particular example, it was not clear why people over 30 paid more. Which? said.

The research suggests that Tinder has an algorithm that is opaque and unpredictable.

Throughout the mystery shopping exercise, offers for a year of access to Tinder Plus ranged wildly from £26.09 to £116.99, with a total of 20 different prices.

That? analyzed Tinder’s terms of use and privacy policy and found that users were unaware of such vastly different prices.

WHAT DETAILS DO TECH GIANTS TAKE?

Tinder, Hinge, Netflix, and Tidal can all track user activity, even if “Do Not Track” is selected in the phone’s settings.

Facebook, Linked, Instagram and Spotify can access your messages in addition to most dating apps.

More than half of the sites listed on vpnMoniter, including Tinder, Match, and Happn, can also access tons of hardware and software information about your mobile device.

These include the operating system, time zone, signal strength, and location data, even when the app is not in use.

A number of sites, including Facebook and Instagram, store extensive data about third-party sites that users visit, including “purchases, ads viewed, sites visited, device information, and service usage.”

These also include Twitter, Spotify and Netflix.

Instead, the dating app refers only to processing individuals’ data to “provide and improve” its services and (among other things) to “help maintain [users] safe, and offer [users] with advertisements that may be of interest’.

That? said Tinder shouldn’t use personal data to determine what prices it charges users.

If so, the consumer group said, users will not give their explicit consent to this type of processing, making it a potential breach of UK data protection law.

Tinder, owned by the Texas-based Match Group, made $1.4 billion (£1 million) in global revenue in 2020.

A Tinder spokesperson said, “Tinder is free to use and the vast majority of our members enjoy our app without upgrading to the paid experience.

“However, we offer several subscription options to help our members stand out and match new people more efficiently.

“Tinder is a global business and in some regions we offer discounted subscriptions to younger members. In addition, we regularly offer promotional rates — which may vary based on factors such as location or subscription length.

“Our pricing structure doesn’t take other demographic information into account.”

Rocio Concha, which one? director of policy and advocacy, said: “Our research uncovered evidence that people who use Tinder may unknowingly face higher charges because of their age.

This indicates possible unlawful price discrimination, whether intentionally or not by Tinder, and possible unlawful processing of personal data.

“We call on the EHRC and the ICO to further investigate this matter.

“If regulators decide that Tinder’s personalized pricing violates the law, the dating app giant must take strong action.”

An EHRC spokesperson said: ‘As a UK equality regulator, our job is to protect, enforce and enforce equality laws. We take reports of discrimination very seriously.

“This report of possible discrimination by Tinder is alarming. We will consider these findings by Which? and respond in due course.’

HOW DID ONLINE DATING GET SO POPULAR?

The very first incarnation of a dating app dates back to 1995 when Match.com was first launched.

The website allowed singles to upload a profile and a photo and chat with people online.

The app was intended to let people in search of long-term relationships meet.

eHarmony was developed in 2000 and two years later Ashley Madison, a site dedicated to infidelity and cheating, was first launched.

A plethora of other dating sites with unique target demographics were established over the next 10-15 years, including: OKCupid (2004), Plenty of Fish (2006), Grindr (2009), and Happn (2013).

In 2012, Tinder was launched and was the first swipe-based dating platform.

After its initial launch, usage snowballed and by March 2014 there were one billion matches per day worldwide.

In 2014, Whitney Wolfe Herd, co-founder of Tinder, launched Bumble, a dating app that empowered women by allowing only women to send the first message.

The popularity of mobile dating apps such as Tinder, Badoo and more recently Bumble is due to a growing number of younger users with busy schedules.

In the 1990s, online dating was stigmatized as a last-ditch effort to find love.

This belief has disappeared and now about a third of marriages take place between couples who have met online.

A 2014 study found that 84 percent of dating app users used online dating services to seek a romantic relationship.

Twenty-four percent stated that they explicitly used online dating apps for sexual encounters.

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