NPR cited a federal lawsuit filed in San Francisco, California, recently saying that popular dating apps Tinder and Hinge lure users with the promise of seemingly endless romantic dates to entice users to pay to continue their irresistible behavior.
The lawsuit, brought by six plaintiffs in states including New York, California and Florida, argues that Match Group, which owns dating apps Tinder and Hinge, gamifies its services "to turn users into gamblers trapped in a psychological hunt for rewards that Match Group intentionally makes difficult to achieve."
Tinder dating app displayed on mobile
While Hinge's advertising slogan says the app is "designed to be deleted," the plaintiffs claim Match Group's dating apps are actually designed to turn users into "addicts" who fail to find true love and instead continue to pay for perks to maintain the company's revenue.
In the lawsuit, the plaintiffs allege that Match Group violated state and federal consumer protection laws, as well as engaged in false advertising.
Many popular dating apps, like Tinder and Hinge, are free to download and use, but users must pay for premium features or access to the most wanted singles on the app.
Meanwhile, a spokesperson for Match Group denied the allegations in the lawsuit, saying the lawsuit was "ridiculous and without merit."
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