Tinder Plus has officially launched in the U.S. and other countries where the dating app is available. It allows users to pay $9.99 for the ability to "rewind" mistakes and check other geographical profiles before going on a trip to a different place.

Unlike most subscription services that offer one tier of payments, Tinder Plus is actually priced $10 higher for people over 30. That comes to $19.99 for "old timers".

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Tinder claims its data analysis shows people in this age group are willing to pay more for the ability to rewind 'swipe right' mistakes, something that happens all too often, according to Tinder users.

It's a smart tactic for a dating site that allows it to make more money from the demographic more likely to pay for the service. It's not clear how many of the users on Tinder are actually over 30 however. The app is well known for its teenage audience.

"Over the past few months, we've tested Tinder Plus extensively in several countries," said a Tinder spokesperson in a statement.

"We've priced Tinder Plus based on a combination of factors, including what we've learned through our testing, and we've found that these price points were adopted very well by certain age demographics.

"Lots of products offer differentiated price tiers by age, like Spotify does for students, for example. Tinder is no different; during our testing we've learned, not surprisingly, that younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger."

Tinder is currently working on more features to keep its casual and young dating audience on the service while making sure it can afford to acquire more talent.

Some value the startup at $5 billion but critics claim the lack of revenue means it can't be valued that high. To put this in context, Snapchat is valued at over $15 billion and lacks the revenue to even be valued at $1 billion, but investors are clearly impressed with the company's long-term goals.

TagsTinder, Tinder Plus, dating service