Tinder, the red-hot dating app that lets you swipe right to like someone or left to dismiss them, is making a huge change today.
Users can now swipe up on a user’s profile — to “super like” them.
The feature has been trialed in Australia for the past several weeks, and is touted as a way to indicate that you really like a match. In a blog post published in September, Tinder says that based on tests, if you “super like” a user you’re three times more likely to match with them, and conversations that start with a super like are 70% longer on average.
You get just one super like a day, and they don’t carry over. After that, if you want more you will need to pay.
On Thursday, TechCrunch reports, the new feature is rolling out across the globe.
Tinder has been wildly successful. Since its launch, it has grown to become the dominant dating app, off the back of its radical simplicity. No complex questionnaires, no personality tests, no real customisation options — just a short bio, a few photos, and you’re off.
Here’s a graph from November 2014 showing its rise:
Tinder has made small alterations over the years. When it launched Tinder Plus, its premium paid version, in March 2015, it introduced the ability to undo left-swipes, and to set your location as to a different city. But the overall formula has remained largely unchanged.
Arguably, the introduction of the super like is Tinder’s biggest shift yet.
Without giving figures, Tinder CEO Sean Rad said to TechCrunch that the company has seen the super like trials in Australia increase the number of people paying for Tinder Plus, which boosts the user’s number of super likes to five per day.
“We’ve seen Super Like have a meaningful impact on Tinder Plus conversion … and that stems out of the value that people are getting from the Super Like,” Rad said.