With the prevalence of digital transaction, membership system becomes an important intermediary for building social relationships. Using dating apps as an example, the current paper aims to explore how membership system shapes the differentiated user experience of dating users, and forms hierarchical surveillance levels based on “visibility”. Through App walk- through method and in-depth interviews, it is found that the online dating platform controls the accessibility rules and conditions of users’ social data. By commercializing “visibility”, the dating app on the one hand makes profits of membership from visibility, and on the other, it also creates a kind of surveillance affordance based on different visibility-oriented identities. As a kind of business practice, “visibility” effectively shapes the fluid and strategic understanding and use of intimacy and private relationships among users of dating apps.