How Dating Apps Make Money: A Breakdown of the Top Revenue Models

The dating app economy is thriving—but behind the scenes, it's not just about swipes and matches. 

Successful dating platforms turn engagement into revenue through a mix of proven monetization models. Whether you’re building a niche app or scaling a global platform, understanding how to monetize without compromising user experience is key.

Here’s a breakdown of the core revenue models most dating apps rely on today—from subscriptions and microtransactions to advertising, affiliate income, and beyond. Each model offers its own strengths—when combined strategically, they can transform your app into a highly profitable business.

Subscription-Based Revenue Models

Subscription models remain the backbone of most dating app monetization strategies. 

By offering core features—such as swiping and messaging—for free, these apps attract a wide user base while reserving advanced perks for paying subscribers. Free users also help generate referrals, typically contributing between 15%-25% of the value of premium subscribers.

Premium plans vary from app to but, but they will typically unlock advanced features like unlimited swipes, profile boosts, access to additional filters, and global matching capabilities. The integration of advanced AI matchmaking algorithms has been driving higher demand for premium subscriptions, too.

Tiers can range from budget-friendly monthly options to VIP memberships that offer added benefits, such as early message access and priority visibility, but most subscription plans are priced between $8 and $15 per month. They’re designed to cater to various user preferences and budgets while still generating steady recurring revenue from renewals.

The global dating app market is expected to hit $3.45 billion by 2029, which highlights the profitability of well-executed subscription strategies. And given that subscription spending is projected to hit $1.5 trillion by 2025, apps that offer stronger value and clear differentiation in their plans are well-positioned to capture ongoing interest and revenue.

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In-App Advertising Strategies

When implemented thoughtfully, advertising can become a powerful revenue stream without disrupting user experience. The key lies in native ad formats that blend seamlessly into the app’s interface—such as swipeable cards, in-feed placements, or branded content modules.

Native advertising is particularly advantageous here because it nurtures trust among users by being less intrusive than traditional ads. Additionally, native ads typically follow a CPC payment model, which can be a cost-effective alternative to impression-based advertising.

Some dating apps also use sponsored profile boosts as a monetization strategy—a hybrid between ads and in-app purchases—where users can pay for increased visibility in search results or match suggestions for a limited time. 

Boosted profiles tend to get up to 10 times more views, further increasing the user's chances of matching successfully. As for app developers, it creates a lucrative revenue stream—all while integrating seamlessly with user intent and maintaining a pleasant app experience.

Video ads—typically 3 to 6 seconds long—are also gaining traction due to their ability to capture attention without interrupting user flow, especially when paired with interactive CTAs.

Of course, precise demographic targeting based on age, gender, location, and interests is key for relevant ad placements, maximizing value for advertisers and generating revenue for dating apps. 

Monetizing Through Premium Features

Nearly every successful dating app uses premium features to drive revenue beyond subscription-based models, offering users additional flexibility and personalization.

Premium subscribers enjoy exclusive perks, including incognito browsing, advanced match filters, privacy features like two-factor authentication, read receipts, and AI-powered compatibility insights, along with an ad-free experience. 

Offering shorter billing cycles, time-limited free trials, or à la carte upgrades can help drive conversions from hesitant users.

Features that focus on time-saving—like compatibility scoring and access to VIP events—tend to resonate especially well with Gen Z audiences who value customization and control.

Ultimately, clearly differentiated premium offerings can improve user satisfaction and significantly boost your app's revenue potential.

Revenue From In-App Purchases

Premium subscriptions are a significant revenue driver for dating apps—but strategically designed in-app purchases can also improve profitability. 

Microtransactions provide “quick wins” for both users and developers. Think profile boosts, Super Likes, and virtual gifts—features that temporarily increase profile visibility or allow users to express interest more strongly. 

Limited-time offers and niche features—like virtual event tickets or specialized options for the LGBTQ+ community—can further incentivize users to engage with the app. In-app purchases can boost immediate revenue and, at the same time, promote long-term user engagement.

These one-time purchases often complement subscriptions and can be bundled into curated packages to encourage higher spend. With over 300 million users worldwide, the scale of potential revenue from these microtransactions is substantial. 

Case in point: 

Tinder's effective use of in-app purchases contributed to it becoming the highest-grossing dating app in the world in 2024.

Thinking long-term? App Makers LA can create a mobile app with built-in analytics, so you can see what features drive revenue—and double down on what works. Let’s talk!

Affiliate and Partnership Income

Everyone aims for profitability with their dating app—and while subscription models and in-app purchases are common revenue streams, affiliate and partnership income provides an alternative avenue for growth. 

This approach involves promoting complementary services and brands—such as relationship coaching, lifestyle brands, or event platforms—in exchange for referral commissions. Dating remains an evergreen niche with significant revenue potential, making it an attractive choice for generating passive income. 

Keep in mind that affiliate software will be essential for effectively managing and optimizing these affiliate programs. 

Special Events and Exclusive Content Revenue

Beyond conventional subscriptions, advertising, and affiliate income, hosting special events and providing exclusive, members-only content can create substantial revenue opportunities for dating apps. 

By organizing virtual mixers, expert workshops, and in-person meetups, you can charge participants fees ranging from $10 to $50 per event, potentially boosting your earnings by 15-20%. These formats not only generate direct income but deepen user engagement, too.

Here are some profitable strategies to consider:

• Virtual speed dating or mixers with participant fees
• Exclusive coaching sessions focused on profile optimization or relationship skills
• Sponsored events, either virtual or in-person, featuring brand partnerships (companies are eager to support events that offer them targeted visibility)
• Premium subscription benefits that grant access to VIP events

Non-paying users represent a large audience that can be converted into paying customers with attractive freemium-model promotions and event participation incentives. And with roughly 35% of online daters already paying for premium features, there's potential to attract even more users through special events and exclusive content.

It’s not just about revenue—these strategies can help differentiate your dating app, promoting greater user engagement and loyalty in the long term.

Now that we’ve broken down the main monetization models, let’s see how some of the biggest players in the dating app industry are turning user engagement into revenue streams. From subscriptions to in-app microtransactions, each app takes a slightly different path to profitability, shaped by its target audience, brand identity, and growth strategy.

Tinder

Tinder is the undisputed heavyweight of dating apps—and it’s also one of the highest-earning non-gaming apps globally. Since launching in 2012, Tinder has leaned heavily into the freemium model, offering a free baseline experience with the option to upgrade for more control and visibility. 

In short, it sets the standard for monetization. 

• Subscriptions: Tinder Plus, Gold, and Platinum offer varying levels of access, like unlimited swipes, the ability to see who’s liked you, and profile boosts.

• In-App Purchases: Users can buy Super Likes, Boosts, and Top Picks to stand out in a crowded dating pool.
• Ads: Tinder integrates native ads that blend with the swipe interface, targeting users without disrupting UX.

In 2024 alone, Tinder reportedly generated over $1.94 billion in revenue, making it clear that its hybrid model of subscriptions and microtransactions continues to deliver.

Bumble

Bumble sets itself apart with a unique brand message: women make the first move. 

This female-first approach has not only built a loyal user base, but also carved out a strong monetization strategy across multiple verticals—including dating, friendships (Bumble BFF), and business networking (Bumble Bizz).

• Premium Subscriptions: Bumble Boost and Bumble Premium unlock features like Beeline (see who liked you), Rematch, and Travel Mode.

• Spotlight & SuperSwipes: These in-app purchases increase visibility and engagement.
• Advertising: While more subtle than Tinder’s, Bumble includes branded content and sponsored profiles, especially for events and campaigns.

In 2022, Bumble Inc.—which also owns Badoo—brought in more than $900 million in total revenue, with Bumble itself leading the charge.

Hinge

Dubbed the “dating app designed to be deleted,” Hinge takes a more curated approach to matchmaking, targeting users looking for serious relationships. While it still offers a free version, its monetization strategy focuses on subtle but effective enhancements.

• Hinge Preferred: A premium plan offering unlimited likes, filters, and the ability to see who liked you.
• In-App Purchases: Users can buy Roses to stand out to a potential match or use Boosts to get more views during peak hours.
• No Ads: Hinge has intentionally avoided in-app advertising to maintain its premium brand feel.

Despite being a smaller player compared to Tinder and Bumble, Hinge is still growing fast. Match Group reported that Hinge’s revenue doubled year-over-year in 2022, with a trajectory that suggests even more aggressive growth ahead.

Match.com

As one of the earliest online dating platforms, Match.com—which was launched in 1995—may stick with a traditional model, but it does it incredibly well. In fact, it remains a key source of revenue for Match Group, which also owns Tinder, Hinge, and OkCupid, contributing to their $3.5 billion in annual revenue.

• Subscriptions: Users can choose between Standard and Premium tiers, which give them access to messaging, profile boosts, and enhanced filters.
• Add-On Features: Users can boost visibility or highlight their profile with paid add-ons like “Match Phone” (anonymous calling) and “Read Receipts.”
• Events & Experiences: Match has also experimented with in-person events and singles mixers, adding an offline revenue stream and brand differentiation.

While newer apps target the so-called swipe generation, Match built its reputation on deeper compatibility and a more traditional dating experience, catering to users looking for long-term relationships. And thanks to its premium, intent-driven audience, Match.com has thrived using a subscription-first model, drawing in hundreds of millions in annual revenue.

OkCupid

OkCupid made a name for itself with its quirky personality quizzes, progressive stance on inclusivity, and data-driven matchmaking. It caters to a slightly younger, more values-conscious crowd and has evolved a lot since its early blog-era days. 

Owned by Match Group, OkCupid takes a more modern approach to monetization without feeling overly “paywalled.”

• Subscriptions: A-list Basic and A-list Premium subscriptions offer ad-free browsing, profile boosts, and advanced filters.
• In-App Purchases: Users can purchase Boosts to increase their profile visibility temporarily, especially during peak hours.
• Advertising: Free users see ads—ranging from banners to sponsored content—strategically placed without compromising the brand’s UX-focused ethos.

OkCupid’s monetization strategy balances user experience with profitability, generating strong revenue from a mix of premium memberships and advertising while staying aligned with its community-focused values.

Want your dating app to compete with the big names? From freemium features to scalable infrastructure, our team helps you build with longevity—and profit—in mind. Let’s chat about your ideas!