Beware! Virtual dating is addictive and exploitative!

Published on February 8, 2025 | Published By: shahid | In controversy , Dating , Legal

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Virtual dating has changed the way people look out for love and partners. But it has its lop side too. Moreover, it is addictive, unhealthy, and an unsafe place to be in. At times, it might not get you the right partner even after months of logging onto it.

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Virtual dating in modern times

It was in the last century that online websites for find the perfect date match began. And in the mid-2000s, location-based dating apps were launched. They soon garnered a lot of subscribers. Some of these were paid subscribers as well that fetched the dating app companies a decent sum of income. A UK survey has shown that around 25% of the dating app users are paid subscribers. This generates approximately 150 million UK pounds every year.

However, people are getting fatigued with virtual dating. Some are unable to find their soul mate even after months and months of search on the app. There are a number of frauds observed on these dating apps and some people also get emotionally worked up due to it.

But such dating apps exploit the users and have different ways to keep them hooked onto the app. These apps have turned out to be more of a gamble than a place for social networking. Know all the issues associated with these apps.

Modern online dating

Critics of the dating apps state that online dating is in a crisis. Though the apps promise lasting love, they are unable to do so. They are so designed such that people remain hooked on it for hours and days and the company continues to get their revenue. In short, the apps are addictive and the companies are exploitative.

Observer has done an investigation into these dating apps and found that these apps continue to ask their users to buy extras. This could burn the pocket of the user and is like a gamble which the person might win or lose, but usually loses.

For extra sum of money, these apps promise customers that they will get more matches with more profile visibility. An ex-employee of the Match Group that is owner of Hinge and Tinder revealed:

“All they care about is revenue, finding as many ways as possible to lure people to a paid feature.”

Even extremely simple features on these apps such as knowing the identity of people who liked your profile cost extra money. And the dating app company keeps sending innumerable adverts for paid services. Naturally, users are curious and want to see more and end up paying more money that they would have initially thought when they joined the app. Thus, the companies exploit their users financially and also emotionally.

Additionally, there are intermittent rewards bestowed on the users that make the platforms addictive.

Legal lawsuit against Match Group

Match Group holds 60% of the shares of dating apps in the UK. The group owns not only Hinge and Tinder but also have OKCupid, Plenty of Fish, The League, and Match.com under its belt. The app downloads are to the tune of 750 million times worldwide.

But now, this group is under the radar. In the USA, there is a lawsuit against it that was filed in early 2024. It states:

“Harnessing powerful technologies and hidden algorithms, Match intentionally designs the platforms with addictive, game-like design features, which lock users into a perpetual pay-to-play loop that prioritises corporate profits over its marketing promises and customers’ relationship goals.”

An insider talked the truth of these apps to Observer:

“[There’s a theory that] the apps are geared not towards matching people, but to keep them on platforms. The algorithm, based on what we can tell from the outside in, is actually sending you false matches, and not delivering the ones you might actually truly be a match [with]”.

The reasons for this are to keep a person hooked onto the platform by breaking them from inside so that they continue to seek more. The platform deliberately does not provide the users with the right match and the user keeps hunting in vain.

Also, read New research: Dating apps are ineffective and unsafe with social ill-effects!

However, Match Group vehemently denies the claims. In response to the lawsuit, it said:

“This lawsuit is ridiculous and has zero merit. Our business model is not based on advertising or engagement metrics. We actively strive to get people on dates every day and off our apps. Anyone who states anything else doesn’t understand the purpose and mission of our entire industry.”

Gambling regulators are also getting increasingly involved into these apps and their gambles.

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