MARKETPLACE - Major dating apps like Tinder and Bumble are introducing premium subscription services, with Tinder's costing up to $500 per month. These apps are also offering lower-cost options to attract more subscribers. Mark Brooks, a dating app consultant, explained, "When you pay, you're going to do less work and find more dates." He also mentioned that the early days of dating apps were all free, driven by venture capital and a land grab mentality. This shift in pricing strategies reflects a broader trend in the internet service economy. Dating apps are now focusing on optimizing existing user bases instead of just adding new users.