Tinder highlights the dating app’s reputation by introducing a new feature that allows paid subscribers to add their high preferences to their profile.

After Reddit users posted photos of the new height settings in the Tinder app, a company spokesperson confirmed to TechCrunch that it was found that the settings were launched as a global test.

We told us that Tinder Gold and Premium subscribers in the test group will have access to the feature, but not to free users. Additionally, the setting will indicate preference rather than function as a "hard filter". This means it doesn't actually block or exclude profiles, but rather informs the advice.

“We have been listening to what’s most important to Tinder users – testing paid high preferences is a great example of how we build with urgency, clarity and concentration,” Tinder’s Phil Price Fry Fry Fry Fry Fry said in an emailed statement. “It is part of a broader effort to help people more intentionally build a broader connection on Tinder. Our new product principles guide every decision, which is to speak directly to a few decisions: prioritize user outcomes, move quickly and learn quickly. Not every test becomes a permanent feature, but every test becomes a permanent feature, but every test helps us learn how to provide smarter relevant experiences and move the category forward.”

While a dating app usually lets users filter for people through more traditional attention (such as someone’s age or want a long-term relationship or a child), height settings can cause more controversy and attention.

Since the rise of online dating, focusing on someone’s body (such as appearance or size) has become a major factor in determining who deserves a match. Tinder helped speed up this trend thanks to its user interface, which makes people take viewing through people’s photos very seriously. Other Tinder users often quickly respond to photos that slide left and right to show interest.

In addition to exposing people’s preference for traditional appeal, the popularity of dating apps has led to a culture that makes prejudice against tall people the norm. For example, it is not uncommon to encounter profiles of women who are only looking for races that are at least 6 feet tall, even if in real life, they are more flexible about this requirement.

Tinder has even ridiculed the trend over the past few years, like it released April Fool's Day announcement, which will introduce a "highly validated" feature into its app. (Many men don't find this particular joke interesting.) High bias is also a theme of other imitation, such as a Tinder version imagined by designer Soren Iverson, which puts men beyond the high demands of users.

The company may hope that increasing height settings can encourage more women to use and pay for the app, which is often dominated by men both in the U.S. and internationally.

The launch of the test comes after recent earnings from Tinder Parent Match, with the company's paid subscribers down 5%. Paid subscribers in Match's dating app fell to 14.2 million in the first quarter, down from 14.9 million users a year ago.