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Black Friday falls on Friday 27 November, and somewhere between the gifts for everyone else, plenty of us buy one thing for ourselves. This year, for some singles in the UK and Ireland, that treat is a month of a premium dating app. Bumble says it runs special offers from time to time, shown as banners inside the app rather than promo codes, and an App Store gift card balance can pay for app subscriptions, according to Apple. Tinder’s own gift cards, though, are for US residents only.
Before you treat yourself, it’s worth knowing what you’re actually buying. Here’s what each paid tier adds, who it’s worth it for, who should keep their money, and how to make sure a one-off treat doesn’t quietly renew for months.
Strip away the branding and every paid tier sells some mix of three things: time, information and visibility. Time means unlimited likes and the chance to undo a swipe. Information means seeing who has already liked you and filtering more precisely. Visibility means boosts and likes that jump the queue.
None of them changes your photos, your prompts or how you message, and those still decide most matches. So the useful question isn’t “is premium worth it?” but “which of the three am I short of?”
According to Tinder, Plus adds unlimited Likes and Rewinds, Passport, Incognito and ad-free swiping. Gold adds See Who Likes You, weekly Super Likes and one Boost a month, though weekly plans don’t include the Boost. Platinum adds Prioritised Likes, which Tinder says get your Likes seen sooner, without guaranteeing they’re seen.
Worth it for: Gold, if your Likes page has a queue you can’t see. That’s information you can act on straight away. Skip it if: you rarely hit the free Like limit, or you’re hoping Platinum will fix a profile that isn’t getting Likes in the first place.
Hinge says both tiers include unlimited likes, the ability to see all incoming likes at once, unlimited Undo Skips and advanced Dating Preferences, such as height, family plans, politics or drinking. HingeX adds enhanced recommendations, an always-on light boost and Priority Likes, which stay at the top of the other person’s list for seven days.
Worth it for: Hinge+, if you have firm dealbreakers and want to filter for them rather than read every profile. Skip it if: you’re after HingeX for visibility alone. A sharper prompt answer is free, and it tends to do more for a profile than paying to be shown first.
Bumble lists Premium as unlimited swipes, Liked You, unlimited Advanced Filters, Travel mode, Backtrack, unlimited Extends, Rematch, Incognito, one weekly Spotlight and five weekly SuperSwipes. Premium+ adds profile insights on your photos, faster-tracked likes, daily prioritisation in people’s feeds and more weekly credits, which expire if you don’t use them.
Worth it for: people who travel often, or who want to see their Liked You queue. Skip it if: Extends are your main reason. Either person can now message first and matches have 72 hours to reply, so fewer connections run out of time.
happn’s paid subscription unlocks the list of people who have already liked you, and its App Store listing adds more SuperCrushes to help you stand out. It’s worth it if you live or work somewhere busy and keep missing likes. In a quiet area, paying won’t create more people nearby.
eharmony works differently. Basic membership is free and lets you take the Compatibility Quiz, view profiles and send initial likes and first messages. Premium unlocks unlimited messaging, all photos, distance search, profile visitors and your full Personality Profile, and paying UK members can use Video Date. It’s the one app here where paying is close to essential, so it suits people who are sure they want something long-term.
| Tier | What you mainly pay for | Worth it if | UK price | Ireland price |
|---|---|---|---|---|
| Tinder Plus / Gold | Time (Plus), information (Gold) | Your Likes queue is building up | Plus from £3.99; Gold about £7.49–£14.99 | Plus from €8.99; Gold about €13.99–€27.49 |
| Hinge+ / HingeX | Information (filters), visibility (X) | You have firm dealbreakers | Hinge+ about £12.99–£14.99 | Hinge+ about €14.99–€24.99; HingeX from €24.99 |
| Bumble Premium | Information and travel | You travel or want Liked You | About £13.99–£16.99 | About €14.99–€42.99 |
| happn | Information (who liked you) | You’re somewhere busy | One month about £19.99 | One month about €14.99 |
| eharmony Premium | Messaging and photos | You want long-term matching | About £149.99–£349.99 | Premium Plus about €169.99–€399.99 |
Prices are approximate at the time of writing, from the UK and Irish App Store listings, which don’t show the plan length for each price. Tinder Platinum, HingeX in the UK and Bumble Premium+ weren’t listed, so see the price in the app before you pay. All five apps are free to download.
The government announced on 9 August 2026 that new “easy to exit” subscription rules will come into force in January 2027. Businesses will have to give clearer upfront information, send regular reminders and make cancelling much easier, with a new cooling-off period after a trial or a long-term contract renews. Until then, the reminder is up to you, so put the renewal date in your calendar.
In Ireland, prices are in euro and plan lengths vary, so compare the total you’ll be charged, not just the monthly figure, before you confirm.
Only pay for upgrades inside the app or through your app store. No genuine match will ask you to buy gift cards, pay for their “verification” or send money, however convincing the story, so report anyone who does.
It can be if you have clear dealbreakers, because advanced Dating Preferences let you filter for them. If you want more matches, work on your prompts first.
No. Cancel through the App Store, Google Play or wherever you paid, ideally at least 24 hours before it renews.
No. Irish App Store prices are in euro and don’t simply convert from sterling, so check the total and billing period before you pay.
The best-value upgrade is the one that fills a gap you actually have. For most people that’s information, like seeing who has already liked them, rather than paying to be shown first.
Buy one month, set a goal, switch off renewal, and let the results decide whether it earns a place on next year’s list.
