Dating app Hinge has officially launched in Mexico, marking its first entry into Latin America and signaling Match Group’s push to capture a rapidly expanding online dating market in the region.
The rollout, announced September 24, brings the app to a country where smartphone adoption and demand for relationship-focused platforms are rising quickly. Mexico represents the second-largest online dating market in Latin America after Brazil, according to industry analysts, and Match Group faces mounting competition from global rivals like Bumble and local apps such as Amiggos.
“At Hinge, our focus has always been about creating an experience that helps people date with more intention,” said Justin McLeod, founder and CEO of Hinge, in a press release. “With our launch in Mexico, we’re excited to support a community of daters who are looking for something real and meaningful.”
For Match Group, the expansion could prove lucrative. Latin America has become one of the fastest-growing regions for digital dating, with revenue in the sector projected to surpass $500 million by 2027, according to Statista. Mexico alone accounts for more than 12 million online dating users, a figure expected to grow as younger consumers increasingly seek mobile-first experiences.
Hinge’s entry also comes as Match Group works to diversify beyond Tinder, which still generates a majority of the company’s revenue but has seen slowing growth in North America. Investors have pressed the Dallas-based firm to replicate Hinge’s success in international markets. The app has been one of Match’s brightest performers, driving double-digit subscription growth in the U.S. and U.K. over the past two years.
For consumers, the launch may mean more choice in a market where swipe fatigue is growing. By highlighting features that encourage voice and video interactions, Hinge is betting that Mexico’s daters are ready for deeper engagement online before meeting in person.
If the strategy pays off, Match could use Mexico as a springboard into larger Latin American markets.
Match Group’s share price (NASDAQ: MTCH) showed little immediate reaction to the news, trading largely flat in the days following Hinge’s launch announcement. Over the past year, however, shares have fluctuated amid broader tech-sector volatility, posting a roughly 8% gain year-over-year. The company’s August earnings report sparked a brief rally after stronger-than-expected Hinge growth helped offset weakness at Tinder, though those gains have since leveled out.
Analysts remain mostly neutral on the stock, with most rating it a “Hold” and price targets hovering in the mid-$30 range — only slightly above current levels. While some see long-term potential in Hinge’s international expansion, others remain cautious about Match’s ability to sustain growth as competition intensifies and user engagement across the dating-app industry plateaus.