Dating app Tinder has enabled more hook-ups than the Bassmaster Classic, but its dream date with Wall Street isn’t so romantic these days. Morgan Stanley says it doesn’t believe Tinder will “have much success monetizing with a high-cost recurring monthly subscription offering.” That means it doesn’t think all those millions of Tinder swipes are going to pay.
Why? Because Tinder users are young, fickle, and–most of all–cheap. Young people who swipe through Tinder at lightspeed are far less likely to pay for a dating app than the 35-year-old who patiently fills out a questionnaire at eharmony. Tinder has 55 million users, however. And it continues to grow. Tinder will just have to find another way to monetize besides monthly subscriptions. Can that be done? Have you paid for Facebook lately?