Paid social clubs, where algorithms decide who you meet, are spreading across UK cities, with memberships typically costing from nothing at all to £20 a month. The trend is driven by the decline of “third spaces” such as youth centres and pubs, an increase in remote working, and rising loneliness—40% of adults aged 16 to 29 feel lonely “always, often or some of the time”, according to the Office for National Statistics.
How the clubs work
Platforms such as PLY (People Like You) and Agora match people using information such as their interests, lifestyle habits and profession. An algorithm then decides which events a user should attend, unlike free alternatives such as Meetup, which leave that choice with members. The ideal outcome for participants is showing up, making new connections, and leaving with plans to meet again.
At PLY, memberships tend to start at £19.99 a month, giving access to exclusive events and discounts with other businesses, falling to about £9.99 a month for longer commitments. “When you do things for free, people often don’t turn up,” says Karen Harris, the founder of PLY. “People need someone who’s committed, who’s looking to maintain friendships and taking it seriously.”
Flexibility and costs
Other clubs offer a mix of pay-as-you-go and subscription options, as Agora does to make things more accessible, argues its founder, Sahil Shirazee. In the two years since its launch, the club has hosted more than 300 events and claims to have helped form hundreds of friendships.
For some, flexibility is important. “A membership fee would make me feel pressured into attending so many events every month,” says Charlotte Johnson, 29, from Hertfordshire, a Cliq user. Paying per event “encourages me to go if I’ve paid for it” while leaving her free to skip those that don’t interest her. Johnson says “what really surprised me was I got more than expected”, highlighting a recent brunch event that included a take-home goodie bag. She has since signed up for a pottery event.
Criticism and future
Not everyone is convinced that paying for friendship is something to celebrate. Shirazee admits he still gets asked why people should have to pay to meet each other at all. But, he says, to solve problems such as loneliness and create meaningful communities quickly, “you need to make sure the people who want to crack this issue are able to not only get compensated, but grow”. Harris rejects the idea that people are “paying for access to strangers”, arguing they are “paying for a system, for structure, that makes connections much better”.
Free events continue to be the preferred option for some. “I tend to choose free events most of the time because I can’t always afford to pay for social activities,” says Giovanna Giusi, a primary school teacher. The 28-year-old appreciates having access to a mixture of free events, such as hikes or walks, and paid events, allowing her to “be part of a community even when money is tighter”. She notes paid events “make it possible to offer experiences that couldn’t realistically happen for free, such as workshops with instructors, private classes or activities that need a venue”.
Whether paid socialisation becomes the norm is an open question. Despite it being the foundation of their business model, the organisers say they hope not. “In the long run, I don’t want Agora to exist,” Shirazee says, because “meeting people is so natural” it shouldn’t rely on an algorithm. In the meantime, after establishing a “proper base” in London, he is already planning to expand to different cities next year.
