Addicted to love: how dating apps ‘exploit’ their users

Online services that promise to find people romantic matches have been likened to gambling products designed to keep customers hooked

“Designed to be deleted” is the tagline of one of the UK’s most popular dating apps. Hinge promises that it is “the dating app for people who want to get off dating apps” – the place to find lasting love.

But critics say modern dating is in crisis. They claim that dating apps, which have been downloaded hundreds of millions of times worldwide, are “exploitative” and are designed not to be deleted but to be addictive, to retain users in order to create revenue.