Hinge eyes in-app payment system to sidestep Apple’s App Store fees

Dating app Hinge is exploring the launch of its own mobile payment system in a bid to bypass Apple’s longstanding App Store commission model. The plan, according to CEO and co-founder Justin McLeod, could be rolled out before the end of 2025.

Speaking on the Decoder podcast, McLeod outlined the company’s intention to introduce a standalone payment mechanism, which would allow Hinge to process transactions without relying on Apple’s in-app purchase infrastructure. This move would effectively cut Apple out of its usual revenue share—typically up to 30%—on purchases made within the iOS app.

McLeod described the shift as one that “changes the equation” for Hinge, noting that bypassing Apple’s fees could open the door for reinvestment in product development and possibly allow the company to offer more competitive pricing for users. The company believes this change could have a direct impact on user experience and internal growth strategies.

The potential for apps to offer alternative payment systems was unlocked following a pivotal court ruling in Epic Games v. Apple. That decision prevents Apple from blocking developers from linking users to external payment options. Since then, alternative platforms like Epic’s payment solution and Stripe’s external option have entered the landscape, presenting new choices for developers seeking to reduce reliance on Apple’s system.

Hinge’s parent company, Match Group, has long been critical of Apple’s App Store policies. However, McLeod emphasized that the upcoming system would likely be exclusive to Hinge and not a broader Match Group-wide solution—at least for now.

If implemented, Hinge would join a growing group of app developers rethinking their payment strategies in response to changing legal and regulatory conditions around mobile platforms.