If you read my best selling book, “Hello Love, Where’s Cupid the 2nd Ed,” I warned you that dating apps were all hoaxes designed to use your heart strings to make money. And this week we learn that Match Group, the owner of Tinder, Hinge, and the League, aren’t designed to help users find love, but rather, to empty their pockets and that they are a far cry from being, “designed to be deleted,” which is Hinge’s slogan.
In the lawsuit we find that the six plaintiffs accuse the dating apps, Hinge, that the algorithm predicts a user will find most attractive are locked up in “rose jail’–where daters are required to send these profiles a rose, rather than a regular like, of which they only get one per week–and TikTokers offering dissatisfied swipers “hacks” to get around such an obstacle.

Also on other dating apps, such as Tinder, essentially, the app used an Elo rating system, which is the same method used to calculate the skill levels of chess players: You rose in the ranks based on how many people swiped right on (“liked”) you, but that was weighted based on who the swiper was. The more right swipes that person had, the more their right swipe on you meant for your score.

The League, is as snobby as it sounds…
The app encourages you to choose high-quality photos of you smiling and doing things that interest you, like hiking or going to dinner with friends, rather than posting tons of party photos or selfies in bad lighting. They want you to show off and send the message that you’re cool and attractive. You have to link the app to your LinkedIn and other social media. By doing so, The League automatically inputs your education and career to your profile, so everyone can see how smart and accomplished you are. The app tracks how often you log in, if you respond to people’s messages, how picky you are, if you’re nice to your concierge and other activity. Your matches can also flag your profile and report you if you’re “flaky” or rude through messages or on a date.

THE KICKER: You only get three matches per day (though you can pay to see more prospects). Once you match, you have 21 days to chat before the match and your chat expires. While an expired chat history is still viewable, you won’t be able to engage with that person anymore. The membership is EXTREMELY expensive for a few more “exclusives” that are nothing of measure to even note.

Hinge, makes money through in-app purchases and advertisements. Most of Hinge’s revenue comes from in-app purchases such as boosts, roses, and premium subscriptions. These purchases unlock features on the app to make it easier and more convenient. Another way that Hinge makes money is through advertisements. Whereas the free version lets you “like” up to 8 profiles per day, and if someone’s like you back, it’s a “match.” From there, you send each other unlimited messages and even do video calls.

Remember, there are many studies that suggest that couples who meet using dating apps are slightly more likely to have less satisfying and less stable marriages than couples who meet offline.

As I have said from the beginning, dating apps are great for finding short-term romances, but they’re not conducive to building sustainable relationships. Dating apps don’t work because they are designed to be fast, easy and casual. They’re not good for getting to know someone well and building a strong foundation for a future relationship. Too bad, most don’t listen to me.