Calling someone who’s 30 “older” is weird, especially as I approach that age – but in Tinder land 30 is officially old.

Tinder has just launched its Tinder Plus premium service, which it’s been teasing for months. The paid tier, which will give users access to a few new features, will cost $9.99 for US users under 30 and $19.99 for those 30 and above.

Why?

“We’ve priced Tinder Plus based on a combination of factors, including what we’ve learned through our testing, and we’ve found that these price points were adopted very well by certain age demographics,” Rosette Pambakian, Tinder’s VP of corporate communications and branding told Mashable.

“Lots of products offer differentiated price tiers by age, like Spotify does for students, for example,” she added. “Tinder is no different; during our testing we’ve learned, not surprisingly, that younger users are just as excited about TinderPlus, but are more budget constrained, and need a lower price to pull the trigger.”

Cue cries of ageism.

Tinder Plus has arrived! Check out Passport and Rewind! Go to http://t.co/8GADRZuokQ for details. pic.twitter.com/5i7inFG2K9

— Tinder (@Tinder) March 2, 2015

So, why pay for Tinder? If you get Tinder Plus, you’ll have access to two new features – Passport and Rewind. Passport allows you to manually change your location, so you can try to match up with people from other parts of the world. Traveling to Brazil soon? Get a head start on your love connections before you go.

Rewind lets you go back if you accidentally swipe someone away that you actually wanted to meet.

Tinder also gives Plus subscribers infinite likes, which means regular old users are going to see some limits on their liking capabilities. Those limits won’t be concrete, but algorithmic.

“Expressing interest in someone is as easy as swiping right on Tinder. The validity of the swipe is core to the Tinder experience. Tinder works best when swipes are genuine reflections of a user’s desire to connect. Limitations on rewinding and right-swiping give users more incentive to make sure their swipes are honest. For power users who want to express interest in a large number of people, Tinder Plus grants unlimited liking capability,” says the Tinder team in a blog post.

Image via Tinder