What has millions of users, starts connections with somewhat transactional motives, and is not LinkedIn? Dating apps. With “cuffing season” on the horizon, it is impossible to run into someone on campus who does not know what “swiping right” means.
Being Single and Ready to Mingle
Listed under the NAICS code 812990, online dating services are grouped with bronzing baby shoes and psychic services under “All Other Personal Services.” The purpose of this $6.97B market (2025) is simple–to connect interested individuals in a way that would not be possible without technology. Bumble and Match Group dominate this space, with the latter being the parent company of giants such as Tinder, Hinge, and more. Though there are over 1,500 platforms, most of them follow the same addictive model of matching people based on similar profiles, chat functions, and premium features that aim to bring you closer to finding “the one”.
The Beige Flag: Success for Who?
While this form of dating is simple in theory, it’s far from mess-free. These platforms turn romance into a product—packaging ‘love’ as something to be marketed rather than experienced. At their core lies a conflict of interest: companies must grow and retain users, yet true success means helping those users find a match and delete the app. It’s a paradox that no one wants to investigate too closely. Thus, there is a heavy emphasis placed on carefully designed branding to uphold the illusion. Match Group’s website has an entire section dedicated to sharing successful love stories--yet there are only 13 couples across nine platforms that they own. To find who you are looking for is the exception, not the rule.
Red Flags: Love Isn’t Free
The future of dating apps might be more uncertain than a long-distance situationship. Following their peak during the pandemic, the stock prices of Bumble (BMBL) and Match Group (MTCH) have since dropped by 94.55% and 74.69%, respectively, over the last five years. This reflects a change in social preferences as Gen Z is notably shifting back towards more traditional meet-cutes. In addition, a Forbes Health survey found that over 78% of users experience dating app burnout, with many falling into a cycle of deleting and redownloading platforms.
The consequences of these fluctuations are amplified by how dependent revenue is on paid members. For instance, approximately 97% of Match Group’s revenue is attributed to 20% of its consumers who pay for features and subscriptions. As for those who do not pay, many criticize the freemium model, as companies often impair the free version rather than improving its paid counterpart. Given the amount of personal data shared on these sites, data breaches are also a concern. This July, over 7,000 images–some containing sensitive information–from Tea Dating Advice were leaked on public forums, a traumatic experience that highlights the dangers of online love. Love already comes at a cost; dating apps just make that price tag clearer.
Green Flags: “I Can Fix Them”
However, not all hope is lost. Dating apps–similar to many other businesses–are jumping on the tailwinds of artificial intelligence (AI) to bolster user experience. Beyond its preexisting role in matchmaking algorithms, AI is now utilized to help people select their best photos, blur explicit images, detect fake profiles, and generate predictive compatibility scores. Startups like Rizz and Volar have even implemented chatbots as “wingmen,” creating a support system for times when you don’t know how to respond to a text. Tinder announced in its latest earnings call that it is
currently testing Chemistry, a feature where software analyzes a user’s interests based on their camera roll to then be paired with others. Of course, not all matches are romantic—a phenomenon that Bumble is capitalizing on with Bumble for Friends and Bumble Biz. The lack of regulation specific to dating apps creates a grey area where creativity can thrive when pursued with good intent. Much like dating, the potential for the intersection between human behaviour and technology keeps people coming back for more.
Playing the Apps
If dating itself is already a game, dating apps turn it into a full-blown level-up. Coined in 2002, “gamification” simply means adding game-like features to non-game activities. It’s reshaped countless industries — and online dating is no exception. Tinder didn’t pioneer online dating, but its rise came from mastering gamification. When the goal is to attract and retain users, there inevitably will be an emphasis on usability. Swiping is a simple and intuitive action, one that makes users prone to spending time on the app as a habit. Flashy bright designs amplify the dopamine rush each time a match occurs, driving how addictive these apps are for their users. Hinge, which doesn’t use swipes at all, shows gamification through different mechanics. In its 2020 update, users could “throw” one free virtual rose at potential matches and purchase additional ones to boost their visibility. So, while people are searching for a partner, they’re also subconsciously chasing the next dopamine hit the apps are engineered to deliver.
Replace Rose-Coloured Glasses with a Magnifying Glass
While navigating dating apps is like romance, both being emotional roller coasters, it is crucial to remember that there are other factors at play. These programs are designed to find the balance between desire and profit, ultimately thriving when you are not in a relationship. That said, it is still possible to find love, and there are genuine efforts to simplify this process.
Whether you view them as TikTok with emotional stakes or as a tool to form unexpected relationships, it is important to acknowledge the risks you accept when exploring what is out there.