Hinge Faces Backlash Over Algorithm That “Hides” Attractive Profiles
Hinge, one of America’s most popular dating apps, is facing criticism from users who claim that the app’s algorithm is “hiding” high-value and attractive profiles. TikTok users are expressing their frustration with the app, accusing it of pushing users to pay for additional features if they want to see people who match their preferences. Videos on TikTok criticizing Hinge’s suggested matches and profile selection have gone viral, with users sharing their disappointment and even deleting the app to preserve their self-confidence. The app’s algorithm has been dubbed “Rose Jail,” a reference to the restricted feed of “Standout” profiles that can only be accessed by sending a paid feature called “Roses.”
TikTok Users Share Hacks to Break Out of Hinge’s “Rose Jail”
Disappointed users of Hinge have taken to TikTok to share “hacks” to break out of the app’s restricted feed known as “Rose Jail.” These hacks include manually resetting the Hinge profile to “reboot” the dating pool and strategically declining matches and likes. Users feel frustrated that the app limits exposure to potential matches they find physically attractive. The algorithm’s curation of “Standout” profiles, according to users, is evidence that Hinge is intentionally hiding high-value profiles to incentivize users to pay for more features. TikTok videos related to breaking out of “Rose Jail” have gained significant views and attention, highlighting the frustration of users.
Hinge Founder Denies App Judges Users on Looks, Points to “Taste Profile”
Despite the criticism, Hinge’s founder, Justin McLeod, denies claims that the app judges users based on their looks. He states that Hinge creates an individualized “taste profile” for users by tracking their likes and matches, giving equal weight to these factors. McLeod explains that the app’s algorithm uses a variation of the Gale-Shapley algorithm, combined with machine learning, to pair users with partners they are most likely to prefer based on their liking history. He insists that Hinge is focused on getting people on great dates and that they do not have an attractiveness score in their algorithm.
Hinge’s Paid Tiers and Revenue Growth Raise Questions about Algorithm’s Influence
Hinge offers two paid tiers, Hinge+ and HingeX, which provide additional features for users. The app’s free version restricts users to setting preferences related to location, age range, ethnicity, religion, and distance. The paid tiers give users the ability to send unlimited daily likes, set more dating preferences, and gain access to “enhanced recommendations” promising exposure to profiles that match their preferences. While McLeod denies that Hinge’s algorithm steers users towards paid accounts, the revenue growth of the app raises questions about the influence of the algorithm on user experiences. Users question if the algorithm intentionally limits exposure to attractive profiles to incentivize paid subscriptions.
Dating App Industry Faces Monetization Challenges as Users Fall Out of Love
Hinge’s parent company, Match Group, faced disappointment from investors as its third-quarter earnings showed a decline in people paying for Tinder. The company’s stock has also seen a significant decrease since its record high during the pandemic dating app boom. This downturn reflects a wider trend in the dating app industry, with analysts noting a decline in user growth and oversaturation. Monetization has become a key focus for dating apps, with various paid tiers offering enhanced ways to show interest to potential matches. While the industry still expects a compound annual growth rate, the challenges of monetization and user satisfaction may impact its future success.
An Eye on AI
To expand its product, Hinge is looking towards artificial intelligence (AI) as a “big focus” for the app. McLeod believes that AI can unlock opportunities for more effective and curated matchmaking. The app aims to deeply understand users and make targeted matches using AI. McLeod envisions AI as a way to reduce the amount of work users have to do and improve the overall dating experience. While AI holds promise for making dating apps more efficient, McLeod emphasizes the importance of authenticity and vulnerability in the dating process. Building genuine connections, rather than focusing solely on likes, can lead to better matches and faster success in finding a partner.
Analyst comment
Positive news: Hinge founder denies app judges users on looks, pointing to “taste profile” and emphasizes focus on getting people on great dates. Hinge is also looking towards AI to enhance matchmaking and improve the overall dating experience.
As an analyst, the market for Hinge may face challenges due to backlash over its algorithm and criticism from users. The company’s revenue growth and paid tiers raise questions about the influence of the algorithm on user experiences. However, the focus on AI and its potential to enhance matchmaking could attract new users and improve satisfaction, leading to future success.
