Is this the end of swiping for love? Despite the success Tinder and Bumble, there are people out there that actually want more from their dating app. The new Hinge bans swiping in an effort to move beyond hookup culture to find real love.
Hinge has relaunched to specifically target relationships. “Our original vision was always to create something that people could build a relationship from,” CEO and founder Justin McLeod tells Tech Crunch. “Over time, the category exploded and what we found is...that people weren’t just using it for dating. They were using it for fun or hookups.” In the new version, users build out their profiles with photos as well as answers to questions and general bio information. The app refers to the profile as a "story" that can be interacted with and built upon over time.
The biggest difference between Hinge and its competitors is the end of "game playing" or swiping just to rack up matches. Hinge has gotten rid of the double-opt-in or “mutual match," in which both users have to like each other in order to communicate.“We’ve seen in testing that full conversations are about five to seven times more likely than they were on the old Hinge or other dating apps since we got rid of double-opt-in and let people interact with each other’s content,” says McLeod.
The new Hinge also comes with a new price tag. At $7 per month, flaky or noncommittal daters will probably swipe left. Download Hinge here.
Photo [Getty Images]