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Match Group’s Hinge to Pay Users $100 to Go On a Date

By Rich Duprey - Updated Mar 4, 2020 at 3:16PM

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The promotion is tied to the National Day of Unplugging.

This Friday, March 6 at sundown begins the National Day of Unplugging, a 24-hour event dedicated to getting you to tune out from your digital life. Before you do that, though, dating app service Match Group (MTCH) wants you to first sign into your Hinge account and find a date for Saturday because it wants to pay you $100 to "connect with people, not profiles."

Match has set aside $25,000 that it will give to the first 250 Hinge users who sign up a Visa gift card if they go on a date and pause their Hinge accounts while out. Both parties are eligible to receive the payment.

Woman holding up two halves of a heart

Image source: Getty Images.

Match purchased Hinge in 2018 and has worked to monetize the app which focuses on relationships instead of hooking up. It used to bill itself as the "anti-Tinder" app, referring to Match's premier dating service, but now uses the tag line "the dating app designed to be deleted."

Downloads of Hinge more than doubled last year and revenue that Match has derived from the app surged 400%, but it says it is only just getting started with monetizing the service. CEO Mandy Ginsburg said, "We see meaningful opportunity to increase both conversion and ARPU (average revenue per user) at Hinge."

Hinge set up the website for the promotion, which tells you to find a date and pause your Hinge app beginning Friday at 4 p.m EST. The next day, fill out a submission for and complete a "We Met" survey on the app, after which it will send you the gift card.

Editor's note: An earlier version of this article inaccurately reported that this event would begin on Saturday. The article has been updated to correct that issue and other details of Hinge's promotion.

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