A U.S. class-action lawsuit targets Match Group, the owner of Tinder and sister apps such as Hinge and The League, accusing the company of pursuing profit over genuine connections. The complaint, reported by Reuters, asserts that the platforms are engineered not to foster meaningful relationships but to monetize users’ longing for companionship.
According to the plaintiffs, Match Group’s business practices amount to a deceptive strategy that sets false expectations for people hoping to find love. The complaint argues that Tinder’s recommendation system and engagement mechanics push users toward sustained, paid activity, with subscription plans that can run into the hundreds of dollars each year.
Filing documents from a federal court in San Francisco describe the platforms as employing gamification—adding game-like elements and rewards—to transform everyday swiping and messaging into a form of psychological pursuit that Match allegedly makes hard to understand or resist.
The suit contends that these tactics violate multiple state consumer-protection laws. It seeks damages for individuals who used Tinder, Hinge, or The League within the past four years and calls for a public acknowledgment of the potential for in-app psychological effects and addiction risks.
Match Group has not issued a formal statement regarding the lawsuit. The case adds to ongoing scrutiny of dating apps and their impact on consumer welfare, privacy, and user well-being, a topic that continues to draw attention from regulators and the public alike.
Earlier, in another realm of e-commerce, Amazon faced a separate legal proceeding focused on encouraging higher-value purchases, illustrating how major platforms across the digital marketplace confront similar debates about strategy, user experience, and consumer protection.