In recent years, online dating has gone from taboo to totally normal. With apps like Tinder, Bumble, and Hinge, finding love (or at least a good conversation) is just a swipe away. A café encounter or awkward setups are no longer common. In today’s digital age, dating apps have completely changed the way we meet and mingle.
Millennials and Gen Z have embraced dating apps as their go-to solution for meeting new people, so this shift is largely driven by them. And businesses have taken notice. There are now over 1,500 dating apps across the globe, all using different business models — from freemium to premium subscriptions — to hook users and generate revenue. According to a report by Business of Apps, the dating app industry is projected to rake in $9.2 billion in revenue by 2025, with more than 300 million users worldwide, and around 20 million paying for premium features.
What Are Online Dating Apps and How Do They Work?
Online dating apps connect people with their potential life partners. People looking for romantic partners can create a profile in the dating app with their personal information and photos. The best dating app developers use algorithms to match profiles with mutual interests. The app can find compatible matches based on interests, location, and other criteria. The key aspects of how dating works apps include:
Profile Creation
Users create a profile with name, age, location, photo, and shared interests.
Matching Algorithm
The dating app algorithm can match users based on personal information, shared interests, proximity, and compatibility.
Profile Browsing
The dating app users can browse for matches by swiping right to indicate interest and swiping left to pass.
Mutual Match
When two users swipe right on each other, it creates a match. Such users can start messaging and chatting using the app.
Message Feature
The dating app has a messaging feature to facilitate communication among users for better understanding.
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Market Stats of Online Dating Apps (Explained)
Over the last decade, the online dating industry has seen explosive growth as user behavior has shifted from traditional romantic interactions to digital interactions first. Global revenues from online dating will reach over $4.2 billion in 2024, according to a Statista report, with a 3.99% annual growth rate (CAGR) from 2024 to 2028. Due to the growing number of mobile users, digital literacy, and changing attitudes towards online dating, this boom is fueled by these factors.
Online dating platforms are used by more than 400 million people worldwide, and the number keeps growing. Nearly 19–20 million users pay for premium services, make in-app purchases, or subscribe to exclusive features. Emerging markets like India, Brazil, and Southeast Asia are rapidly catching up to the U.S. as internet penetration grows.
It shows just how viable and scalable dating apps have become – not just as social platforms, but also as full-blown revenue generators.
Read Also: How to Create a Dating App- Complete Guide from Scratch
Exploring the Dating App Business Model: Where Connection Drives Capital
The dating app business model is where tech meets emotions—connecting people through smart algorithms while generating serious revenue on the side. From swipes to subscriptions, every tap fuels a well-crafted monetization engine.
At the heart of it, most dating apps follow a freemium model—giving users access to basic features for free, and charging for premium tools that enhance the dating experience. Think unlimited swipes, profile boosts, and exclusive filters.
- User Onboarding & Matching
Users sign up, set preferences, and build profiles. The app’s algorithm kicks in to suggest potential matches based on location, interests, or compatibility tests. - Freemium Functionality
Most dating apps let users swipe, like, or chat in a limited way—for free. This drives engagement while keeping the door open for upgrades. - Monetization via Premium Features
This is where the $$$ rolls in:- Subscriptions (like Tinder Gold, Bumble Premium) unlock VIP features
- One-time purchases (e.g., Super Likes, Boosts) add extra attention
- In-app currency lets users level up without full commitment
- Ad Revenue
Free users see ads—banners, videos, or sponsored content. The more active they are, the more impressions (and cash) the app earns. - Data-Driven Optimization
Behavior tracking helps apps fine-tune the matching process, personalize suggestions, and push the right upsells. More value = more retention = more monetization.
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How Do Dating Apps Make Money? (Top Monetization Strategies)
Nowadays, dating apps are more than just swipes left and right. They’re full-blown platforms designed to attract users and generate revenue. The majority of apps follow a freemium model, which offers basic features for free and locks premium features behind a paywall. Keep users engaged and then gently nudge them toward paid perks. Here’s how they make money:
1. Premium Membership
The dating app can introduce a premium membership model. The pricing plans based on the type and geography of the users may interest users. Free trials and locked features on the free accounts may give the users an insight into the options they can enjoy when they upgrade their accounts. Different pricing tiers can provide users access to various features.
2. In-App Purchases
You can include in-app purchases to access certain features. Users may wish to use the features like profile boosts or super-likes. In-app purchases are one of the best monetization options without committing to a subscription plan. Subscription plans require recurring bill payments. In-app purchases allow users to access the features for a specific period.
3. Advertisements
Online advertisements using Google Adsense or other providers on free models can help generate revenue. The app can generate income by showing the ads or urging the users to choose the ad-free premium version with a subscription.
3. Custom Advertisements
In-app advertisements can also generate money. Companies can set up banner advertisements on the app. It allows ad performance insights, determining the budget, geo-targeting, and creating advert graphics using the design features.
4. E-commerce Stores
The dating app business model includes an e-commerce route to generate income. An e-commerce store with appealing merchandise can attract user attention. It is the answer to the question of how dating apps make money. Customized merchandise to meet the demands of the targeted audience can help make money.
5. Affiliate Marketing
You can make your dating app generate more money with affiliate marketing. Affiliate marketing with products or other apps gives users access to both services. Some apps set deadlines to sign up for combo services with incentives. Affiliate marketing can also include organizing events by partnering with other companies in various cities. Access to such events remains restricted to the app users.
6. Social Media and Content Partnerships
Most dating apps have a social media account. It helps them attract more users and broaden their visibility online. Dating apps can generate income with social media partnerships. Dating apps can use their official account on social media to promote a service or product from a non-competing company for a fee. It is a good source of revenue with other benefits. Content partnerships can also help make money. The dating app can charge a fee for creating content on the content sites or social media. It is perfect for platforms looking for good content to promote their brand.
7. Expedited Profile Verification/Approval
Some dating apps take time to vet the profiles before approving them. They check the user credentials thoroughly and can reject the user when they do not meet the criteria set by the dating apps. Hence, the approval process can take time. The dating app can provide users a chance to expedite the approval process. Also, users can choose a verification tag to make their profile stand out from others.
8. Rewarded Video Ads
Rewarded video ads differ from the usual ads. At the end of the video, users can access special services like free membership or other incentives. The ad focuses on a target audience of a specific age group or location who can watch the product ad.
9. Games and Quizzes
Some dating apps have online games and quizzes to pique the user’s interest. Partners can play the game or participate in the quiz to have a good time. Including the chat/video calling feature with the games allows partners to learn more about their shared interests without impacting their privacy. Monetizing the feature can generate income.
Choose Vigorous IT To Make Your Dating App Successful
Are you planning to join the bandwagon of entrepreneurs looking to make money by launching an exclusive dating app? Join hands with the best dating app developers to make the entire process smooth and hassle-free. You can connect with Vigorous IT Solutions to create captivating apps that appeal to the users. A skilled team will provide customized solutions by developing an innovative design with a seamless user experience. The team can lay the groundwork to build a successful platform to generate income. Why should you choose Vigorous IT Solutions?
- Exclusive app design with top-notch security for standout applications.
- Experts develop algorithms to connect like-minded people.
- Seamless communication to understand your ideas and convert them into reality.
- Suggest the best monetization strategies for dating apps to impress the target audience and make money.
Vigorous IT Solutions takes pride in creating innovative and intuitive dating apps connecting users worldwide. The customized app solutions by the best dating app developers will surpass user expectations to nurture relationships lasting a lifetime.
Conclusion: Future of Dating App Monetization
Many people never considered online dating because of embarrassment. However, the times have changed. Most people have a hectic schedule that does not allow them to meet the right partner. Online dating apps can help them find their perfect match without going out. Investing in a dating app can help you make money. Find the best platform to help you understand the dating app business model and create the best app to attract more users. A passionate team can help you implement the strategies and tactics to make your app successful.
Learn More: Top Dating Apps Like Tinder
FAQs
Q1. How do free dating apps make money?
Answer. Free dating apps make money through in-app ads, freemium models, and paid features like boosts, super likes, and virtual gifts.
Q2. What is the most profitable dating app business model?
Answer. The freemium model combined with subscription tiers and microtransactions is considered the most profitable for dating apps in 2025.
Q3. Can a new dating app compete with Tinder or Bumble?
Answer. Yes, with a niche market focus, modern features like AI matchmaking and a strong marketing strategy, new apps can carve their own space.
Q4. Is it expensive to develop a dating app?
Answer. Dating app development costs vary based on features and platform, but typically range from $10,000 to $100,000 or more for a scalable solution.
Q5. What is the future of dating app monetization?
Answer. Future trends include integrating AI for smarter matchmaking, offering immersive experiences with AR/VR, and expanding revenue through events and brand partnerships