Dating app subscriptions can cost anywhere from £10 to £50 per month. That’s £120 to £600 per year — a significant investment. But do premium features actually help you find better matches? Let’s look at the evidence.
What Do Paid Plans Actually Offer?
Most dating apps charge for the same core features: unlimited swipes or likes, seeing who liked your profile, read receipts, advanced filters, and the ability to undo accidental left-swipes.
Some apps also offer "boosts" that temporarily show your profile to more people, or the ability to change your location to match with people in other cities.
Do Premium Features Lead to More Matches?
Research suggests that premium features have a modest impact on match rates. Seeing who liked you can save time, and unlimited swipes remove friction. But the quality of your profile — your photos, bio, and how you engage in conversations — matters far more than any paid feature.
In other words, a great profile on a free app will outperform a mediocre profile on a paid plan every time.
The Psychology of Paywalls
Dating apps are designed to make the free experience slightly frustrating. Limited swipes, blurred "likes," and restricted messaging create urgency and push users toward paying. This is a business model, not a dating strategy.
The question isn’t whether paid features are useful — some are. The question is whether they’re worth £30-50 per month when free alternatives offer the same functionality.
The Case for Free Dating Apps
Free dating apps like PureMatch prove that you don’t need to pay for a quality dating experience. With unlimited swipes, free messaging, read receipts, photo sharing, and verified profiles all included for free, the premium features other apps charge for are simply the baseline on PureMatch.
If you’re spending £40/month on a dating app, that money might be better spent on actual dates.
Our Verdict
Paid dating app subscriptions can be helpful for some people, but they’re not necessary for finding a genuine connection. The most important factors — a good profile, authentic conversations, and being open to meeting people — are completely free.
Try a free app like PureMatch first. If you’re having a good experience, there’s no reason to pay for what you’re already getting.