Is Hinge actually growing?

Yes. Hinge's direct revenue rose to $690.9M in FY2025, up about 26% year-over-year, and up roughly 74% over two years (it was $396.5M in FY2023). It is the fastest-growing segment Match Group reports, and the only one growing at that pace.

Why is Hinge growing when Tinder is shrinking?

Inside Match Group, Tinder's revenue fell about 4% in FY2025 — its first annual decline — while Hinge grew 26%. The most defensible explanation is design: Hinge is built around intent (profiles, prompts, likes on specifics) rather than open-ended swiping, and intent-led apps grew across the sector while broad swipe apps contracted. That's our reading of the segment numbers, not a line in the filing.

Is the 'designed to be deleted' slogan being challenged?

Yes. A February 2024 class action against Match Group specifically seeks to strip Hinge of its 'designed to be deleted' slogan, arguing the app's incentives run the opposite way — toward keeping you paying. It's an unresolved allegation that Match denies; nothing has been decided in court.

Does Hinge make a profit for Match Group?

The filings report revenue by segment, not profit by segment, so a per-app profit figure for Hinge cannot be sourced to the 10-K. What is disclosed is that Hinge is Match Group's fastest-growing revenue segment by a wide margin.

Why Hinge is the only Match Group app that's really growing

Inside Match Group, Tinder is shrinking and most brands are flat — but Hinge grew 26% in FY2025 and 74% in two years. Here's what the segment numbers reveal.

Match Group's revenue was essentially flat in FY2025, and the headline story is its giant, Tinder, posting its first-ever annual decline. But inside that flat total, one brand is having a genuinely good time: Hinge grew about 26% in the year, to $690.9M — and it's up roughly 74% in two years. It is the only Match Group segment growing at anything like that rate, and the segment table in the 10-K shows exactly how lopsided the portfolio has become.

The segment numbers

Match Group reports direct revenue split into four segments. Here they are from the FY2025 10-K, with the two-year trajectory that makes the contrast obvious:

Match Group segment	FY2023	FY2024	FY2025	Latest YoY
Tinder	$1,917.6M	$1,940.6M	$1,862.9M	−4%
Hinge	$396.5M	$550.4M	$690.9M	+26%
Evergreen & Emerging	$691.4M	$643.0M	$593.8M	−8%
Match Group Asia	$302.6M	$283.9M	$267.3M	−6%
Indirect (advertising)	$56.4M	$61.4M	$72.3M	+18%
Total revenue	$3,364.5M	$3,479.4M	$3,487.2M	~flat

Three of the four user-facing segments shrank. Hinge is carrying the portfolio almost single-handedly — it added nearly $295M of annual revenue over two years while Tinder went sideways-then-down and the older brands (Match, Meetic, OkCupid, Plenty of Fish, OurTime and others, grouped as Evergreen & Emerging) declined 8%.

The lopsided portfolio

In FY2023, Hinge was about a fifth the size of Tinder. By FY2025 it's more than a third of Tinder's revenue and closing fast — while Tinder itself shrank. If you draw the trend lines out, the question stops being "will Hinge matter to Match Group" and becomes "how soon does Hinge become the growth engine the whole company depends on."

Why intent-led grows where swipe shrinks

Hinge and Tinder are both Match Group apps, but they're different products. Tinder is open-ended swiping. Hinge is built around intent — detailed profiles, written prompts, and likes attached to a specific photo or answer rather than a whole person.

Filing fact vs. our reading

The segment revenue figures are read from the FY2025 10-K. The reason Hinge grows while Tinder shrinks — that intent-led design converts better than open-ended swiping — is our interpretation, not a statement in the filing. We flag it as analysis because the same pattern shows up sector-wide: Hinge (+26%) and Grindr (+28%) grew while Tinder (−4%) and Bumble's flagship (−10%) fell, and what the growers share is a clearer purpose for a clearer audience. The numbers are the filing's; the explanation is ours.

It's the same split we see across the whole industry — broad swipe contracting, intent-led and tightly-defined-audience apps growing. We trace the most extreme version of it, an independent company, in why Grindr is growing while the rest of the industry shrinks. Hinge is the in-house version of the same lesson: Match Group's own fastest grower is the app least like Tinder.

The "designed to be deleted" paradox

Here's where Hinge gets genuinely interesting, and where its growth runs into its parent company's economics. Hinge's entire brand is the slogan "designed to be deleted" — the promise that the app works so well you'll find someone and leave. That's a great promise for a user. It's an awkward one for a public company whose revenue depends on people staying long enough to pay.

That tension isn't our invention — both sides of it are on the record:

The slogan, under legal challenge

A February 2024 class action against Match Group specifically seeks to strip Hinge of the "designed to be deleted" slogan, arguing the app is engineered for compulsion — a "perpetual pay-to-play loop" — rather than for getting you out the door. This is an unresolved allegation that Match denies; nothing has been decided. (We keep it in the "alleged, not proven" column on our lawsuits timeline.)

And then there's the part that's not an allegation at all — it's Match Group's own words, in its FY2025 risk factors:

The honesty sentence (verbatim, from Match's 10-K)

"…in 2025, we shifted our overall portfolio strategy to place greater emphasis on improving user outcomes, particularly for women… some of which have in the past and in the future may again drive short-term decreases in both revenue and user numbers."

Read those two boxes together. A lawsuit alleges Hinge's incentives push against its "delete me" promise; the company's own filing concedes that genuinely improving user outcomes can reduce its revenue and user numbers. The slogan and the business model are pulling in opposite directions, and Match Group has said so itself in a federal filing. Hinge's growth is real — but it sits on top of the central tension of the entire category, stated plainly in the documents.

What this means if you use Hinge

The segment table is useful even if you never buy a share of MTCH:

Hinge is where the company is investing its hopes, which usually means more features and more monetization pressure over time, not less — the growth segment is the one the paywall gets tuned on first.
"Designed to be deleted" is a marketing promise, not a contract. Take it as a brand value, not a guarantee that the app is optimized for you to leave quickly; the lawsuit exists precisely because that gap is contestable.
The honest read of the filing is that better outcomes for you and more revenue for Match can be in tension — so the experience you get is shaped by which one is winning that quarter.

Where these figures come from

All segment revenue figures are read from Match Group's FY2025 Form 10-K (MD&A), with total revenue independently re-confirmed against the SEC's XBRL company-concept API. The "designed to be deleted" challenge is a February 2024 class-action allegation (denied, unresolved). Segment profit is not disclosed and is not claimed here. The filings are linked on our SEC filings page.

The takeaway

Strip away the flat headline and Match Group's portfolio tells a sharp story: Tinder is shrinking, the legacy brands are fading, and Hinge — up 26% in a year and 74% in two — is the one engine still accelerating. It grows for the same reason the sector's other winners do, intent over open-ended swiping, and it carries the same built-in tension the whole industry runs on: an app sold on helping you leave, owned by a company that earns when you stay. You can see how Tinder's side of that story looks in why Tinder shrank for the first time, and read the filings behind every figure on our SEC filings page.