Dating app users often gather with friends to swipe through potential matches, seeking feedback or even handing over their phones for friends to take charge. Now, Tinder is integrating this real-life experience into its product with a new feature called Tinder Matchmaker. This feature allows users to invite their friends, even those not on Tinder, to view and suggest potential matches.
The concept behind this feature is to enable Tinder users to discover who their friends or family members believe would make a great match for them. This idea is inspired by Tinder’s user data, which reveals that over 75% of singles discuss their dating lives with friends multiple times a month.
However, these “matchmakers” do not have control over the swiping process on individual profiles, as they would if they had the user’s phone. The Tinder users themselves retain the power to decide whether they want to match with or Like someone, mimicking real-life interactions. Moreover, the friend providing input on the matches doesn’t need a Tinder profile, which means that even married or partnered friends can participate without any issues.
To utilize this feature, Tinder users can initiate a session directly from a profile card or app settings, generating a unique link they can share with up to 15 friends for a 24-hour period. Those following the link can either log into Tinder or participate as guests after age verification and agreeing to terms. They can then suggest profiles for the Tinder user, who can review these recommendations once the session concludes.
Melissa Hobley, Chief Marketing Officer at Tinder, commented on the launch, saying, “For years, singles have asked their friends to help find their next match on Tinder, and now we’re making that so easy with Tinder Matchmaker. Tinder Matchmaker brings your circle of trust into your dating journey and helps you see the possibilities you might be overlooking from the perspective of those closest to you.”
Tinder also collaborated with Coi Leray, the singer of “Players,” to promote this new feature, showcasing how the “friend test” works in a video.
This feature’s introduction coincides with the evolving preferences of younger users, especially Gen Z, who are growing tired of swipe-based dating apps, including Tinder. To boost revenue, Tinder has introduced more exclusive pricing tiers, such as the $499 per month Tinder Select subscription for elite daters. Match Group, Tinder’s parent company, recently reported a 5% decline in paying users across its portfolio. According to Pew Research, dating apps, in general, are not gaining much traction in the U.S., with usage remaining unchanged since 2019. Instead, many Gen Z users are turning to friend-finding apps and traditional social media platforms like Instagram for making romantic connections. Additionally, startups are exploring video-based approaches to create more dynamic and authentic dating experiences.
Tinder Matchmaker is launching in several countries, including the United States, Australia, Brazil, Canada, France, Germany, India, Indonesia, Japan, Mexico, South Korea, Spain, Thailand, the United Kingdom, and Vietnam, with plans to roll it out to Tinder users worldwide in the coming months.
