Tinder is turning to friendship and fun to reignite interest in its app — and to stop the slide in subscribers.
The dating platform has officially launched *Double Date*, a new feature that lets users team up with friends to match with other pairs. The move marks a significant shift in strategy as the company looks to make dating feel less intimidating and more social, particularly for younger users.
With *Double Date*, Tinder users can invite up to three friends to form a duo, browse other paired-up users, and, if there’s mutual interest, enter a four-person group chat to make plans. The feature also includes private messaging between individuals, giving users the flexibility to explore one-on-one connections if they choose. Individual profiles remain separate, and users can create multiple pairings with different friends.
The feature isn’t entirely new territory for Tinder, which previously experimented with a similar concept called *Tinder Social* in 2016. That earlier version, however, was pulled the following year amid user confusion and privacy concerns. This time around, Tinder says it has refined the idea — and early results suggest it might have found the right formula.
After testing in Europe and Latin America, *Double Date* proved especially popular with Gen Z. The company says nearly 90% of early users were under the age of 29, and women were notably more engaged, showing a strong preference for group profiles. Conversations in group chats were also more lively, with message activity jumping by over a third compared to traditional one-on-one chats.
This socially-driven approach appears to be resonating with lapsed or new users. Roughly 15% of those who joined a *Double Date* were either brand-new to the platform or returning after a period of inactivity — a promising sign for a company eager to reverse declining engagement.
And that decline is significant. Tinder’s paying subscriber base has dropped from more than 11 million in late 2022 to around 9.1 million today. Parent company Match Group has reported a 6% dip in Tinder subscriptions in the first quarter of 2025, alongside a broader 5% decline across all of its platforms, which include Hinge and OkCupid.
The mounting pressure has led to sweeping changes at the top. Tinder CEO Faye Iosotaluno will exit in July, less than two years into the role. Match Group CEO Spencer Rascoff, who took over in February, has stepped in to directly lead Tinder’s turnaround.
Rascoff has unveiled an aggressive plan to modernize the app, putting a sharp focus on technology and user experience. That includes introducing artificial intelligence tools to help users craft better profiles and reconsider questionable messages before sending them. Tinder has also rolled out *The Game Game*, a playful new tool using AI voice technology that lets users practice flirting through absurd, fictional scenarios — part therapy, part entertainment.
Rascoff sees *Double Date* as central to reshaping Tinder’s image. Rather than emphasizing romantic hookups, the feature leans into a lighter, more social experience — one he believes is more in tune with what Gen Z wants.
“This generation isn’t looking for quick flings,” Rascoff recently said. “They’re drinking less, having less casual sex, and want dating to feel more authentic and fun. We have to meet them where they are.”
That generational shift is already reshaping the dating app landscape. Gen Z users now make up just 26% of online dating service users in the U.S., while those aged 30 to 49 represent over 60%. Many young singles say they prefer meeting partners through mutual friends or at events, not on apps.
In response, a wave of new startups is ditching the swipe model altogether. In Los Angeles, for example, First Round’s on Me and Lox Club are experimenting with in-person events and direct meetups, appealing to those who want a more organic connection.
Whether *Double Date* can help Tinder reclaim its edge remains to be seen. But it’s clear the company is betting on friendship, group dynamics, and a little less pressure as the key to keeping Gen Z engaged.
As Rascoff put it, “We don’t just need to tweak how people swipe — we need to rethink how they connect.”