Remember when dating apps felt like an exciting way to meet people? Swipe right, and maybe, just maybe, you’d find a match that actually turned into something real. But lately, it feels like dating apps have taken a hard left. They’re no longer the fun, convenient resource they used to be. Instead, they’ve become money-making machines, focusing more on squeezing every dollar out of users than on helping people find love—or even a decent conversation.
So, what’s going on? Why does it feel like dating apps are losing their magic and caring more about dollars than dates?
It's All About Monetization Now
Dating apps started with a simple mission: to help people connect. But as more users flooded in, so did the opportunities to cash out. It started off simple—premium upgrades for a few extra perks, like more swipes or seeing who’s liked you. But now? You can’t do anything without being hit with an upgrade option.
Want to boost your profile for more views? That’ll cost you. Want to undo a swipe? That’ll cost you. Oh, you want to message someone without waiting days for a mutual match? You guessed it—that’ll cost you too. The experience has become a series of nickel-and-dime traps, where every little feature is locked behind a paywall.
The more these apps push their paid features, the more people are going to hit “delete.” Some platforms even have algorithms that seem to limit your visibility until you pay. So, even if you’re out here trying to find a real connection, you might not get the chance unless you open your wallet. "Dating apps have a real opportunity to make a shift," says dating strategist, Jasmine Diaz. "But it will require significant divestment in profits and an investment in people."
And let's not get started on the in-app ads. Trying to swipe through potential matches is hard enough, but throw in endless ad interruptions, and it feels like you’re flipping through TV commercials instead of connecting with real people.
What Happened to Quality Matches?
Back in the day, dating apps were about helping you. Now, they’re more focused on keeping you on the platform. The algorithms are designed to keep you engaged, caring more about the length of your visit than than whether you receive a quality match.
The result? Apps are packed with profiles that are either inactive, bots, or people not actually looking to date. So, instead of a genuine connection, you’re just playing the lottery every time you swipe. "The loss is even greater than we realize. Dating apps once served a purpose, but I have hope things can change," says Diaz.
Where Do We Go from Here?
The irony: by focusing so hard monetization, users are deleting their apps in droves. People are frustrated, burned out, and tired of feeling like pawns in this dating game. What started as a way to help people make real connections has turned into a race to see how much cash they can squeeze out of users.
For dating apps to get better, they need to go back to what really matters—helping people find love. Sure, there’s room for monetization, but it can’t come at the cost of the user experience. Until then, the dating app world will likely stay stuck in this frustrating loop of endless swipes, bots, and upsells. And users will only grow more and more disillusioned.
It’s time for dating apps to find their way back. Because, at the end of the day, connecting people should be worth more than collecting checks.
