DATING app users are suing the parent company of Tinder and Hinge, claiming they prioritize profits over helping people find true love.
The class action lawsuit against Match Group filed on Valentine’s Day blasts the companies for “transforming users into gamblers.”
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Six plaintiffs from New York, California, Florida, and Georgia brought forth the lawsuit, which was filed in San Francisco federal court.
They argue that the dating apps’ parent company takes advantage of people trying to forge relationships and instead gamifies “the platforms to transform users into gamblers locked in a search for psychological rewards that Match makes elusive on purpose,” according to the lawsuit.
The complaint also claims that Match Group has violated state, federal, and defective sign laws and is at fault for false advertising.
“Harnessing powerful technologies and hidden algorithms, Match intentionally designs the platforms with addictive, game-like design features, which lock users into a perpetually pay-to-play loop that prioritizes corporate profits over its marketing promises and customers’ relationship goals,” the lawsuit says.
While the company’s main slogan is that these apps are “designed to be deleted,” the lawsuit said they are just pushing subscription models onto their users to jack up revenue for the publicly traded company.
The lawsuit also claims the apps are “intended to erode users’ ability to disengage” due to their push notifications that manipulate our brains’ reward systems.
A spokesperson from Match Group told USA Today that the lawsuit was “ridiculous and has zero merit.”
“Our business model is not based on advertising or engagement metrics,” the spokesperson said.
“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.”
Tinder and Hinge are free to download but if users want to unlock certain features, such as unlimited swipes or priority matches, they must pay a fee to upgrade to a different subscription tier.
Hinge is said to have 5.5 million monthly users, and its premium versions cost between $32.99 and $49.99 per month.
Tinder’s premium subscriptions range from $8 to $29.99 per month and the platform averages 75 million monthly users.
The U.S. Sun has reached out to Match Group for comment.
Alex Mitchell is your go-to expert for all things mobile. With a passion for the latest smartphones, apps, and mobile innovations, Alex provides in-depth reviews, insightful analyses, and breaking news about the ever-evolving world of mobile technology. Stay connected with Alex to navigate the fast-paced realm of mobile devices.
