Women don't need infinite likes, their match rate is very high so 100 likes per day is more than enough to get more conversations than they can handle. So in practice women already have infinite likes for free since they aren't used up anyway. Men's match rate is often less than 1%, so they need hundreds of likes just to talk to a single woman, without infinite likes chances are they will use up all their likes for the day and not get a single match.

So, if we take that into account women get maybe 25 free matches per day and men maybe 0.5 free matches per day. Men pay so they can get more matches per day, women don't. The service cost is per match and not per like. A man liking 1000 candidates costs as much as a woman rejecting 1000 candidates.