A stark warning has been issued by experts who claim that users of popular dating apps can become 'seduced' and 'trapped' in a costly cycle of endless swiping. The caution comes as a new BBC Three documentary, 'Dating Apps: The Inside Story', investigates how the quest for love has been fundamentally reshaped over the past decade.
The film features candid admissions from users of platforms including Tinder, Hinge, and OKCupid, who describe behaviours they liken to addiction. Many compare the act of swiping through profiles to playing 'bingo' or a 'slot machine', creating a sensation of being a 'hamster in a wheel' with no clear finish line.
The Psychology Behind the Swipe
Media and technology researcher Lee Mackinnon from the University of the Arts London states that these apps leave people in a 'constant state of hunger'. She explains the powerful reward system at play, where positive feedback from likes and matches provides an 'instant dopamine hit' that keeps users returning.
This design is no accident. The documentary alleges that the firms behind the major platforms aim to keep single people swiping and investing in paid features to ensure a steady revenue stream. Match Group, the conglomerate that owns Tinder, Hinge, Plenty of Fish, and OKCupid, reportedly generates annual revenues of around $3.5 billion.
The origins of the now-ubiquitous swipe are explored in detail. Tinder, first launched on US college campuses in September 2012 before arriving in the UK in 2013, pioneered the mechanic. Co-founder Jonathan Badeen described his 'epiphany' to let users swipe as if through a pack of cards, a move that caused engagement to skyrocket.
Badeen openly admitted to drawing inspiration from the work of American psychologist B.F. Skinner and his 1940s experiments. Skinner conditioned pigeons to believe pecking prompted random food rewards, turning them into 'gambling fanatics'. 'These variable rewards are how you can better motivate a person to do something,' Badeen said. 'In Tinder, we were cognizant of that idea.'
Monetising Scarcity and the Search for Validation
Former Tinder Android manager Karim Valera, who worked there from 2013 to 2014, confirmed the design philosophy. 'The whole thing is like a slot machine,' he said, highlighting the unpredictable nature of the rewards. Users interviewed echoed this, with one stating, 'It kind of does feel like a game because when you get a match you feel like you win.' Another noted it provided validation, especially for women.
The documentary details how monetisation strategies reinforce this cycle. In 2015, Tinder introduced its 'Plus' subscription. Non-paying users were then limited to a certain number of daily swipes, a tactic Mackinnon describes as creating 'scarcity rewards' to control behaviour and 'keep people coming back'. Today, Tinder Plus starts at £8.33 per month for an annual plan, with the premium Tinder Platinum tier from £16.67 per month.
While the programme also highlights issues of safety and scams on the platforms, Match Group has responded to the documentary's claims. The company stated that the suggestion its apps are built to be addictive is 'simply inaccurate', asserting that algorithms prioritise active users and compatibility, not an endless loop.
The Lasting Impact on Modern Dating
The documentary traces the rise of app-based dating from the launch of Match.com in 1995 to the current era dominated by the swipe. It notes the significant cultural shift; where online dating was once stigmatised, it is now responsible for around a third of marriages.
'Dating Apps: The Inside Story' aired on BBC Three and remains available on BBC iPlayer, offering a critical look at the technology that has redefined romance for a generation.
