The popular mobile app, Tinder, has made a move to cash in on dating demand.
Launched in August 2012, the service lets love seekers connect by swiping right on profiles they like, or left to pass, all for no charge. As of last month, an estimated 50 million people have signed up, according to a 2014 estimate (Tinder won't disclose the figures).
Now, though, love could come at a cost.
The premium addition to the Tinder experience—Tinder Plus, launched Monday—gives users three new features based on requests after using the standard application.
One feature, Passport, allows those looking for love to change their location to connect with people anywhere around the world. It lets users search by city and begin swiping and chatting in any destination of their choosing. Now you can pre-emptively swipe prior to going on a vacation or moving long distance.
If you've ever accidentally swiped left on someone you wanted to connect with (or swiped right on someone you didn't), then the second new feature—Rewind—lets you have a do-over, i.e., either pull someone back, or shove someone out to the Tindersphere.
The third feature: Unlimited "liking" capabilities.
For some, the new, highly anticipated features are available with an upgrade to Tinder Plus and a monthly payment of $9.99 in the United States. However, Tinder appears to be toying with the pricing in various locations and with different age groups. One U.S.-based user over the age of 30 tells CNBC his premium service upgrade costs $19.99 per month.
Tinder didn't immediately respond to a request for comment on how exactly it's pricing the new service.
Pay up and swipe away.