Dating apps are a big business: they work, but for the owner

Dating apps are a big business: they work, but for the owner

Dating apps aren't designed to help you find a partner, but to keep you inside for as long as possible. Far from being an impartial Cupid, the algorithm rations matches according to major sporting or cultural events: when the national team plays an important match, the app's connections spike. The rest of the time, the user is mere bait, kept hooked and tempted to pay for the premium tier.

The algorithm that plays with you

The accumulated experience of veteran users reveals a pattern: on days when the Spanish national team plays, interaction multiplies. In barely two hours, you get more contacts than in an entire month with a free account. The explanation is no coincidence: the companies that own these apps need to retain users to monetize them, not to see them disappear into a stable relationship. It's the same model as betting shops or social casino games: the product is you.

Real profiles, bots and gender bias

Alongside algorithmic manipulation, users face an ecosystem full of fake profiles (bots) and an uncomfortable statistical reality: women receive an overwhelming amount of attention, while most men compete for a small percentage of female profiles. Some testimonies suggest the app ends up being a catalog where women choose and everyone else waits. The heterogeneity of the offering — including profiles of transgender people — is another factor that breeds suspicion among those looking for a specific profile, although the terms used to refer to it are not always respectful.

Profitable for whom?

The question of whether dating apps work has a twofold answer. For the average user, the success rate is low and requires patience, good photos and a polished profile. For the company's owners, they work wonders: while the user gets frustrated, the app rakes in revenue. The prediction for the future is that the model will persist until an alternative emerges that prioritizes results over screen time. In the meantime, the best strategy is to use the app tactically: without paying, with recent photos and quick proposals for an in-person date. If there are no results within a few weeks, better to uninstall.