付费墙:把最基本的动作锁起来Paywall: basic actions are locked
数据包记录:Match.com 免费用户可收到消息却不能回复;Tinder 的点赞存在“看不见的上限”;Hinge 免费档每天 8 个赞;Bumble 查看“谁喜欢你”要付费。The data package records: Match.com free users can receive messages but cannot reply; Tinder has an alleged invisible like cap; Hinge gives free users 8 likes a day; Bumble charges to see who liked you.
“你被看中了”:诱导订阅的争议“You were liked”: the subscription bait dispute
FTC 2019 年材料称,Match.com 向非付费用户发送“他/她看中你了”的通知;FTC 指出其中一些账号已被标记为疑似骗子。数据包记录:24 小时内约 499,691 笔订阅、约 400 万条消息涉及 225 万人,每天新会员中疑似诈骗者约 25%–30%。2025 年 8 月 Match Group 同意支付 1,400 万美元和解;2022 年法院也驳回了其中部分指控。FTC materials from 2019 said Match.com sent “he or she likes you” notices to non-paying users and that some accounts had already been flagged as likely scammers. The package records 499,691 subscriptions within 24 hours, about 4 million messages involving 2.25 million people, and an estimated 25–30% suspected scam accounts among daily sign-ups. Match Group agreed to a $14 million settlement in August 2025; a 2022 court ruling dismissed some allegations.
假“半年保证”:关键条件藏在条款里A “six-month guarantee” with conditions buried in fine print
FTC 起诉材料称,广告宣传“半年没找到人就免费再送半年”,但需要在购买后 7 天内上传获批头像、每月给 5 个不同订阅用户发消息等条件;2025 年和解要求更清楚披露这些条件。The FTC complaint said the “six months free if you do not find someone” promise required conditions such as an approved photo within seven days and messages to five different subscribers each month; the 2025 settlement required clearer disclosure.
进来容易,取消难:内部材料描述了繁琐流程Easy to join, hard to cancel: internal materials described a cumbersome flow
FTC 起诉书引用内部材料称,取消流程“难以找到、繁琐、令人困惑”,有人以为已经取消却继续被续费;内部演示提到 6 次以上点击,另一份材料提到 7–8 次点击。FTC 将其与美国 ROSCA 的简单取消要求联系起来。The FTC complaint quoted internal materials describing cancellation as hard to find, cumbersome, and confusing; some members thought they had cancelled but were renewed. Internal demonstrations referred to more than six clicks and another source to seven or eight clicks. The FTC tied the allegations to ROSCA’s simple-cancellation requirement.
账单争议后封号:和解明确禁止报复Account closure after a billing dispute: retaliation barred in settlement
FTC 起诉材料称,消费者提出账单争议并败诉后,Match 可能封停账号而保留费用;2025 年和解明确禁止因账单争议而报复。The FTC complaint alleged that Match could close an account after a billing dispute while keeping the payment; the 2025 settlement expressly barred retaliation over billing disputes.
原告主张 / Allegation
算法“故意让奖赏够不着”:原告主张,尚非定论Algorithmic rewards “designed to stay out of reach”: plaintiffs’ claim, not a finding
原告在 2024 年集体诉讼中主张,Match 以类游戏化设计把用户困在对心理奖赏的追逐里,并锁进持续付费循环;Hinge 的“designed to be deleted”口号也被指控为虚假广告。2024 年 12 月,法官将案件送交仲裁。In a 2024 class action, plaintiffs alleged that Match used game-like design to keep users chasing psychological rewards and in a continuing pay-to-play loop; Hinge’s “designed to be deleted” slogan was also alleged to be false advertising. In December 2024, the judge compelled arbitration.
平台回应 / Platform response
平台回应:Match Group 否认这些指控,并公开称其商业模式不基于广告或参与度指标。Match Group denies these allegations and has publicly said its business model is not based on advertising or engagement metrics.
看着你的钱包定价:同功能按年龄不同价Age-based pricing for the same feature
Tinder 集体诉讼网站记录:30 岁以上用户曾被收取 $19.99,30 岁以下用户为 $9.99 或 $14.99;2025 年 9 月 10 日双方同意 6,050 万美元和解,覆盖符合条件的加州用户。The Tinder settlement site records allegations that users over 30 were charged $19.99 while users under 30 paid $9.99 or $14.99. The parties agreed to a $60.5 million settlement on September 10, 2025 for eligible California users.
中国线下门店:央视报道的“把客户当猎物”培训Chinese offline stores: the “treat customers as prey” training reported by media
2024 年央视 3·15 相关报道由媒体转述:培训步骤包括捏造“虚拟人”、筛选消费能力、用年龄和生育焦虑堵住其他可能,再诱导购买上万元会员;报道引用“把客户当成猎物”。江苏省消保委调查(15 个样本)称信息审核不合格率 93.3%,65% 收到推销电话,51.2% 被诱导到线下门店。Media reports on the 2024 CCTV 3·15 investigation described training steps that included inventing a “virtual person,” screening spending power, using age and fertility anxiety to narrow choices, and steering people toward memberships costing tens of thousands of yuan. The report quoted “treat customers as prey.” A Jiangsu consumer survey of 15 samples reported a 93.3% information-audit failure rate, 65% receiving sales calls, and 51.2% being steered to offline stores.