WSJ - Mar 3 - Tinder Plus is a premium service that is the dating app’s first effort to generate revenue. Tinder also plans to introduce ads by the end of the month. The price will vary based on a user’s location and age. In U.S. the price will be $9.99 per month, although some users will be asked to pay as much as $19.99 monthly. In developing countries, the service will cost $2.99 per month. Mark Brooks, CEO of Courtland Brooks, an advisory firm for dating companies, said Tinder will likely make money from subscriptions than from ads. "Tinder should be able to make tens of millions from ads, but they’ll earn more from the subscriptions to allow users to nix the ads, and be able to determine their location and being able to undo swipes,” Brooks said.