Dating app fees can quickly add up. Many are willing to pay the price.

In the world of online dating, the quest for love can come with a hefty price tag. From dating apps to matchmaking services to love coaching, singles are shelling out hundreds, even thousands of dollars in the hopes of finding their perfect match. And that’s all before the first date even takes place.

While many dating apps offer free versions, the allure of premium features and upgrades can quickly add up. Features such as unlimited likes, access to lists of users who like you, setting more dating preferences, and being more visible on the app are just a few examples of what users can pay for to enhance their online dating experience.

Research from Morgan Stanley reveals that about 32% of single people in the U.S. use online dating services, with just over a quarter of them opting to pay for additional features. On average, paying users spend between $18 and $19 a month on subscriptions or à la carte purchases.

For example, on Hinge, upgrading to Hinge+ costs $100 for six months, or $17 a month. This allows users to like an unlimited number of prospects, see who likes them, and be more selective about their matches. Similarly, The League charges $400 for three months, offering members daily prospects, the ability to hide their age on profiles, and other perks.

Dating coaches often recommend upgrading to premium services to enhance the chances of finding a compatible partner. Natalia Juarez, a dating coach specializing in breakup recovery and dating strategy, sees the value in investing in dating apps. She likens it to paying for premium services in other aspects of life, such as rideshare companies and music streaming services.

Amie Leadingham, another relationship coach, also advocates for paid dating sites over free ones due to the prevalence of fake profiles and scammers on free platforms. Investing in a paid service shows a level of seriousness and intentionality in the online dating process.

Some users who have paid for premium features attest to the benefits, while also acknowledging the high costs. Entrepreneur Bretton Auerbach, for instance, spent around $1,000 per month on paid features to meet more people and save time. Despite the expense, he believes that paying for premium features is essential for getting dates.

Bianca Kenworthy, founder of Pomme Creative, met her husband on Hinge after upgrading to a paid service. She found the curated prospects to be better suited for her and considered the monthly fee a worthwhile investment in finding a life partner.

Ultimately, the world of online dating comes with a price, but for many singles, the potential reward of finding love makes the cost worth it. Whether it’s through premium features on dating apps or personalized coaching, the search for romance often comes with a financial commitment.