Business & technology

Why a dating app charges for premium

Valon Asani · · 2 min read

Updated September 26, 2026

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A one-star review asked why dua was not completely free. My answer began with the people behind the screen. A team builds and maintains this service. That work has to be paid for.

Revenue allows us to keep investing in safety, quality and the member experience. Those are responsibilities for the business to work on. Charging for a service does not make every interaction safe or every feature flawless.

I also argue there that payment can encourage commitment. That is my rationale for the model, not a guarantee about an individual member. A subscription alone cannot tell you whether someone is honest, compatible or ready for a relationship.

Someone considering an app should be able to understand what is free, what is paid and what the paid option includes before deciding. The current app and its purchase screen are the places to check today’s offer; this article does not quote a price or reproduce an old feature list as if it were current.

A founder can believe in a paid product and still take pricing feedback seriously. Explain the value you intend to provide. Listen when the experience falls short. The existence of a team explains why the business needs revenue; the usefulness of the product is what the customer gets to judge.

Related reading and sources: member experience

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