People are spending hundreds a month on dating apps as free versions turn ‘borderline unusable’

Channing Muller moved to Chicago in May from Chattanooga, Tennessee. Her main goal in the new city was to find a partner.

Already a Bumble user, before long, she was subscribed to three more dating apps: The League, Hinge and Match. Muller wanted to get the most out of the platforms, so she signed up for their paid versions.

At times, she was spending more than $100 a month on the apps.

“When you’re serious about looking for a relationship, you’re going to put your money where your mouth is,” said Muller, 38, a marketing consultant. 

The era of free dating apps may be over: Companies are trying to boost their revenue, while single people increasingly feel the apps are the only way to find love.

Some 35% of Americans who have used a dating website or app have paid to do so at some point, according to a recent report by Pew Research Center. The average paying dating app user spends around $19 a month, Morgan Stanley found earlier this year.

Some people, however, shell out much more.

The League’s VIP membership costs $999 a week or $2,499 a month. The VIP membership allows users to match with prospects in multiple cities, see new singles first and use a concierge service that it says will help you “win at this dating game.”

In September, Tinder rolled out a $499 monthly subscription to some of its most active users, and Hinge recently introduced a $600-a-month membership.

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“The days of venture capital-subsidized swiping are over,” said Blaine Anderson, a men’s dating coach in Austin, Texas, who said her clients spend hundreds of dollars a month on dating apps. “[Companies] want to monetize the services they provide to eager singles.”

The rise of paid options has rendered free tiers “borderline unusable”…