A class-action lawsuit filed against Match Group, the owner of popular dating apps Tinder, Hinge, and The League, accuses the company of employing psychologically manipulative features to keep users perpetually engaged and paying for subscriptions. Filed on Valentine's Day in a U.S. federal court in California, the lawsuit alleges that Match's apps violate consumer protection laws by using addictive, game-like design features to prioritize corporate profits over users' relationship goals.

The plaintiffs argue that the apps employ powerful technologies and hidden algorithms to keep users hooked and continuously paying for premium features marketed as bringing them closer to love. Match, in response, has dismissed the lawsuit as "ridiculous" and defended its business model, stating that their mission is to get people off the apps and onto dates.

About 30 percent of U.S. adults have used dating apps, with Tinder being the most popular, followed by Match and Bumble. The lawsuit also accuses Match of violating laws on false advertising and defective design, claiming that the platforms aim to keep users engaged on the app while failing to deliver on their promises of helping establish off-app relationships. The lawsuit specifically mentions Hinge's slogan of being "designed to be deleted," stating that the app does the opposite by inspiring users to stay on the platform.

Experts have raised concerns about the addictive nature of dating apps, with warnings about the detrimental impact they can have on users. Psychologists advise individuals to use dating apps mindfully, set limits on usage, and consider other ways of meeting people beyond online platforms.

As the debate between the benefits and downsides of dating apps continues, the lawsuit against Match Group sheds light on the growing concerns surrounding the industry's practices and its impact on users' relationships and well-being.