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In this July 5, 2015 photo, an Indian man uses Los Angeles-based dating application Tinder in New Delhi, India. Hundreds of thousands of young Indians are nervously exploring online dating apps, breaking with India's centuries-old traditions governing marriage and social conduct. The dating app market has exploded in recent years, with more than a dozen companies operating in the country and more than a million smartphone users who have downloaded at least one of them. (AP Photo/Tsering Topgyal)
AP Photo/Tsering Topgyal
I super like you.
SWIPE UP

Tinder is offering a brand-new swipe option for people you “super like”

By Alice Truong

Deputy editor

Swipe left, swipe right—swipe up?

Tinder succeeded in designing a simple yet fun dating app centered around two smartphone gestures: swipe left on a person’s profile to pass, or swipe right to say you’re interested (two people are matched when they swipe right on each other’s profiles). But starting today (Oct. 1), the company is giving users another option: swipe up for “super like.”

Tinder
Top profile shows a swipe up to indicate “super like”; bottom profile shows a blue star, which means that user has been “super liked.”

This new feature, which is being released globally, will let users indicate a higher level of interest—and potentially cut through the noise of the dating app. Tinder users will be able to swipe up once per day; those who pay for Tinder Plus (variable pricing depending on location and age) will get five each day. If a person has been “super liked,” he or she will see a blue star on the profile of the person who swiped up (see left image).

It’s become a common strategy, especially among men, to swipe right on every possible candidate to increase the chances of finding the one (or ones). In 2014, New York magazine interviewed a man with one of the most desired online dating profiles in the city, and he revealed the secret to his Tinder success was swiping right on every potential match—a practice he admitted was “disgusting.” And now that the secret’s out, it’s only become more widespread—a problem for Tinder, which has been trying to move past its reputation as a hookup app.

A representative would not say if that was a motivation for the new “super like” feature, but noted it was created “to provide additional functionality that our users have been asking for.”

From Tinder’s early tests in Australia, users are three times more likely to be matched with someone they “super like.” Conversations initiated by an upward swipe last 70% longer, “significantly increasing the likelihood of real interaction,” according to the company.

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