Tinder is leaning into courting apps’ popularity for superficiality with the launch of a brand new function that lets paid subscribers add their top preferences to their profiles.

After a Reddit person posted a photo of the brand new top setting within the Tinder app, an organization spokesperson confirmed to TechCrunch that the invention setting has been launched as a worldwide take a look at.

Tinder Gold and Premium subscribers within the take a look at group could have entry to the function, however not free customers, we’re instructed. As well as, the setting will point out a desire, relatively than functioning as a “onerous filter,” the corporate says. Meaning it gained’t really block or exclude profiles however as a substitute inform suggestions.

“We’re at all times listening to what issues most to our Tinder customers — and testing the paid top desire is a good instance of how we’re constructing with urgency, readability, and focus,” stated Phil Value Fry, VP Comms at Tinder, in an emailed assertion. “That is a part of a broader effort to assist folks join extra deliberately on Tinder. Our new product ideas information each determination, and this one speaks immediately to some: prioritizing person outcomes, shifting quick, and studying shortly. Not each take a look at turns into a everlasting function, however each take a look at helps us find out how we will ship smarter, extra related experiences and push the class ahead.”

Whereas usually courting apps let customers filter for folks by extra conventional issues, like somebody’s age or whether or not they need a long-term relationship or children, the peak setting is more likely to trigger extra controversy and concern.

Because the rise of on-line courting, a deal with somebody’s physicality — like their appears or measurement — has develop into a main think about figuring out who’s price a match. Tinder helped speed up this pattern because of its person interface, which places a heavy emphasis on wanting via folks’s pictures. Different Tinder customers usually shortly react to these pictures with left or proper swipes to point curiosity.

Along with exposing folks’s preferences for the conventionally enticing, courting apps’ reputation led to a tradition the place a bias toward taller men turned the norm. It’s not uncommon to come across profiles the place ladies state they’re solely in search of matches who’re at the very least 6 toes tall, as an example — even when in actual life they’d be extra versatile about this requirement.

Tinder has even poked enjoyable at this pattern in earlier years, like when it made an April Fools’ Day announcement that it might introduce a “top verification” function in its app. (Many males didn’t find this specific joke humorous.) The peak bias has additionally been the topic of different parodies, like when designer Soren Iverson imagined a model of Tinder that permit males override customers’ top necessities for a charge.

The corporate could hope that the addition of a top setting might encourage extra ladies to make use of and pay for the app, which tends to be extra closely dominated by men both in the U.S. and internationally.

The take a look at’s launch follows Tinder mum or dad Match’s current earnings, which revealed a 5% fall in paying users. Paid subscribers throughout Match’s courting apps fell to 14.2 million within the first quarter, down from 14.9 million customers a yr in the past. The corporate is in the midst of another CEO transition, with Match CEO Spencer Rascoff set to run Tinder too later this summer season.