Say you're in bed swiping on Tinder, as one does, and then you see a pop-up: Upgrade to Tinder Platinum, it says. Message Before Matching! Priority Likes!
Longtime users are likely aware of these in-app Tinder ads, as several features - such as "rewinding" your last swipe - are only available if you pay up.
The dating app rolled out Tinder Platinum in 2020, and at $ per month it's the most expensive subscription level they offer. Some tools, like being able to message someone before you match, were never available prior.