A proposed class-action lawsuit was filed on Valentine's Day against Match Group, the parent company of popular dating apps Tinder and Hinge, claiming that the addictive features within these platforms are intentionally designed to keep users hooked without actually facilitating real dates. The lawsuit, filed in federal court in the Northern District of California, alleges that Match Group prioritizes profit over its promises to help users find relationships by incorporating game-like features that create a "perpetual pay-to-play loop."

The lawsuit, brought by six dating app users, accuses Match Group of turning its users into “addicts” who continuously purchase expensive subscriptions in hopes of accessing special features that promise romance and matches. The suit argues that Match's business model relies on monopolizing users' attention and generating returns through addiction to its platforms. By employing recognized dopamine-manipulating product features, Match allegedly keeps users in a constant search for psychological rewards that are deliberately made elusive.

While the lawsuit primarily focuses on adults, it comes at a time when tech companies are facing increasing scrutiny over the addictive nature of their platforms and the negative impact on young people's mental health. Meta Platforms, the parent company of Facebook and Instagram, is currently facing a lawsuit by multiple states, accusing it of contributing to the youth mental health crisis through features that addict children.

Match's alleged tactics to keep users engaged and reliant on their dating apps have drawn comparisons to the addictive features found on social media platforms. The lawsuit claims that Match intentionally designs its platforms to lock users into addictive behaviors, ultimately leading them to purchase more expensive subscriptions in pursuit of the elusive promise of love.

Representatives for Match Group, based in Dallas, have not yet responded to requests for comment regarding the lawsuit. As the legal battle unfolds, the outcome could have significant implications for the entire online dating industry, as well as other tech companies facing similar accusations of addiction and manipulation.