NPR, citing a recent federal lawsuit filed in San Francisco, California, alleges that popular dating apps Tinder and Hinge lure users with promises of seemingly endless romantic dates, enticing them to pay to continue their irresistible behavior.
The lawsuit, filed by six plaintiffs in states including New York, California, and Florida, argues that Match Group, the company that owns dating apps Tinder and Hinge, made its services resemble a game "to turn users into gamblers trapped in a psychological reward hunt that Match Group deliberately made difficult to achieve."
The Tinder dating app is displayed on mobile phones.
While Hinge's advertising slogan stated that the app was "designed to erase," the plaintiffs asserted that Match Group's dating apps were actually designed to turn users into "addicts" who wouldn't find true love but instead would continue paying 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, such as Tinder and Hinge, are free to download and use, but users have to pay for premium features or to access the most sought-after singles on the app.
Meanwhile, a spokesperson for Match Group denied the allegations in the lawsuit, saying the case was "ridiculous and baseless."
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