Hinge’s newest feature takes a cue from The Bachelor. In a new tab called Standouts, daters can preview potential matches’ responses to the dating app’s prompts and give anyone they’re interested in a “rose.” Users only receive one free rose per week, which refreshes on Sundays, so they’ll have to buy more to give them out.
One rose costs $3.99, six cost $19.99, and 12 go for $29.99. Tim MacGougan, the company’s chief product officer, says the higher price point is meant to encourage scarcity and deep intention behind receiving a rose. If someone is potentially paying $4 to send a rose, you might weigh their like more heavily when deciding whether to like them back. (Any likes sent with roses are automatically sent to the top of people’s matches pile, meaning the sender will definitely be seen when people check their likes.)
“Because it’s so well-curated for the user, and because roses are so powerful at helping to reach people that you’re interested in and go on a date with them, these become tools that are worth purchasing if you want to find a relationship,” MacGougan says. “So that lives up to our mission of helping our users find relationships through both what we offer for free and what we offer to buy.”
Roses can be sent from the new Standouts tab or from the usual Discover tab. The Standouts tab is refreshed daily with 10 new people, and only roses can be sent in this tab — not the usual likes. Roses can also be sent in the usual Discover tab.
The idea behind marking a certain like as more special than another isn’t entirely new. Tinder pioneered the idea with its Super Like feature, which accomplishes basically the same task, except with a less romantic context. It was only a matter of time until Hinge debuted this type of feature, given that both apps are owned by Match Group, and Match has been saying it’d better monetize Hinge for multiple quarters. Tinder is Match’s cash cow, so the company has a vested interest in diversifying and ensuring the rest of its dating app portfolio is as effective at making money.