Tinder is reviving its controversial Double-Date feature in the US as part of a broader push to re-engage young users and reignite growth amid declining subscriptions.
Tinder is bringing the Double-Dating feature back to US singles. It has already been known to be controversial, as it was cancelled back in 2017 over privacy concerns and mixed feelings from app users, who questioned whether the feature was created for those seeking a monogamous relationship.
Double-Date now allows users to invite their friends via text to match with other pairs of friends on the app. This arrangement was tested on selected users, of whom about 90% of Double-Date users were under 29 years old. They were based in Belgium, the Nordics, Spain, and Germany, countries where double-dating is said to already be a part of the dating culture.
The test evaluated metrics like age demographics, match rates, chat engagement, and user retention among Gen Z testers. Earlier researches suggest that they, in particular, would prefer to meet new people through friends or at live events.
The feature is “built to reflect how people actually date today, which is side by side with their friends,” said Cleo Long, senior director of global product marketing, to Bloomberg. A user who has opted into this mode will have a separate Double-dating profile tied to the friend they wish to swipe with, while their solo profile will be kept intact and not merged, Long said. Users can invite as many as three friends to go on double dates with them.
According to Long, while there are nonmonogamous users on Tinder who could use Double-Date for their purposes, it is “not what it has been built for.” Although Tinder doesn’t currently offer filters based on relationship intent, its Explore tab includes a “nonmonogamous” category that helps users interested in alternative relationship formats to connect.
While not all Tinder users might be transparent about their intentions on the app, the company has a clear reason for why Double-Date is being launched. It comes in the context of the continuing efforts to return the brand to growth. The number of paying users has declined from a peak of more than 11 million in late 2022, to about 9.1 million.
Tinder is planning a wider global rollout in July 2025.
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