Dating app Hinge is rolling back part of its big reboot after less than a month
The shift in direction had been prompted by an August 2015 article in Vanity Fair, which painted the modern dating scene, fueled by apps, as an apocalyptic wasteland where people move from one casually dehumanizing experience to another. Hinge was part of it, and CEO Justin McLeod wanted a change.The fruits of McLeod's decision were unveiled mid-October, and Hinge's new app had a few features that set it apart from competitors like Tinder and Bumble. The most significant departure, however, was that after a free trial everyone on Hinge would have to pay $7 per month.
Now it seems that Hinge has had a change of heart, and is not going to force everyone to pay. On Wednesday, I received this note when I opened the app."As an Early Member, you've helped create a community of people who want more," the note reads. "To thank you, we'd like to give you Hinge free, forever." What Hinge is offering me is a "Basic Membership," a free tier that keeps me in the app, but has limited features. In a word: freemium - like Tinder, Bumble, and so on.
Here's a description of the new "Basic Membership":
- For Early Members only
- Free forever
- 10 people per day
- Limited preferences
Here is a screenshot of the note:
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