This week, Match group announced the testing of a  new feature in its Q2 investors meet 2020. Match is testing for a new feature of subscription for Tinder. Match explained it as a top level subscription plan which is still in early stage and is being tested so can be considered minimal viable. It will be as additional benefits to it current paid plans, Tinder Gold. This plan is Tinder Platinum plans to provide more control to the users.

Match Group told investors that it is expecting the Platinum to mostly be an ARPU (average revenue per user) driver. Tinder’s ARPU was down 2% on a quarter-over-quarter basis in Q2, the company noted.

“Unlike Gold, which was by far the most successful and unique revenue feature we’ve ever launched, [and] which drove meaningful ARPU increases along with almost doubling of subscriber conversion, [Platinum] is not at all expected to be anywhere close to Gold,” explained Match Group CEO Shar Dubey. “There’s a fair bit of testing still to be done. And our goal is that, if all goes well, we should be able to globally roll this out by the end of the year, later in Q4,” she added.

Since, there has been a huge impact of the corona on dating apps, Match is trying to get more revenues from Tinder by adding this Platinum subscription.