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Badoo is a freemium service, where the basic service is free for everyone but users have an option to pay for premium features. Such features include, ‘Rise Up’, which allows users to pay to give their profile more visibility on the site for a limited time. In late 2007, 20% of Badoo's then 22 million users were paying for heightened visibility at least once a month. However, according to The Economist, by 2011 only 5% of members were paying for the premium services.

Users can also pay to have their profile photo more widely visible across the site. "Super Powers" enables users to see more search results, as well as who wants to meet them and which of their messages have been read.

In April 2017, Badoo launched a newly redesigned app and brand, adopting the colour purple and an orange heart symbol as its logo, as well as the tagline "Bigger than Dating". Andreev discussed this redesign in an interview with Business Insider's James Cook in the same month.===================================================
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