The hugely popular dating app Tinder has added a new function to its famous "swipe right" motion, and it's called a "super like".
The soon to IPO company has gained millions of users in the last three years. Users swipe right on someone's profile to indicate if they like them, and if that like is reciprocated, the pair are matched.
Now, the new "super like", which this time is a swipe up motion, is being introduced in Australia, with further roll out globally to follow.
"A ‘like’, or 'swipe right', has long served as an anonymous way to express interest in someone, similar to a glance across the room," said newly returned Tinder chief executive Sean Rad.
But the super like can only be used a limited amount of times. “Because they’re so limited in number, a super like, or a 'swipe up', sends a more powerful signal, conveying an especially high level of interest. People like to know that someone finds them special, and we think this will lead to even better matches. In this and future product releases we’re focused on maintaining the incredible fun of the Tinder community while providing our users with better tools for making great connections," he said.
The first Australian users will get one super like per day to use.
To promote the new feature, Tinder has employed the help of self-confessed Tinder fan, supermodel Erin Heatherton, who demonstrates why swipe up is the new over-used swipe right.
Tinder is part of US firm IAC's Match Group, which also includes Match.com, OK Cupid and 40 other dating brands, which announced its intention to float back in June. One Barclays analyst estimated it would value the group at $5.7bn and that Tinder alone could be worth $2bn.
The app has steadily introduced a host of new features to keep users interested and to monetise the app which is well known among younger people. Native ads for brands appear in users feeds alongside those of individuals profiles and introduced a paid-for version which limits the number of swipes per day and charges older users more.