THE GUARDIAN – The ACCC (Australian Competition and Consumer Commission) has taken eHarmony to federal court, alleging the dating platform misled users about subscription costs and automatic renewals. Hundreds of consumers claim they were unaware their limited subscriptions would auto-renew, sometimes leading to charges over $400 and debt collection notices. The ACCC argues eHarmony gave the impression subscriptions would not renew automatically, while eHarmony contends renewal terms were clearly shown near the payment button and in the site's terms and conditions. The case also questions eHarmony's "free" tier, which the ACCC says offered minimal functionality to users.
Month: June 2025
Tinder Tests Height Preference Feature for Paid Users in Global Rollout
TECH CRUNCH – Tinder is testing a new height preference setting for Gold and Premium users. The feature, now in global testing, lets subscribers indicate their preferred partner height. It doesn't filter out profiles but helps shape recommendations. According to Tinder, this test supports their goal of more intentional matches and user-focused development.
Flure: a No-Labels Dating App Focused on Exploration
PULSE2 – Flure is a dating app built around "explorationships", connections without predefined labels or pressure. Users don't select relationship goals upfront and instead engage through a social-style feed, Sparks games, and basic "add" or "hide" interactions. The app avoids swiping, uses AI for safety features like filtering explicit content, and includes an AI chat assistant named Anna. With 1.5 million U.S. installs and strong app ratings, Flure targets Gen Z and users fatigued by traditional dating apps.
Reminder: LTR Edition 43 – This Wednesday, June 4th at 1 PM EST
OPW – This is a reminder that LTR Edition 43 will take place this Wednesday, June 4th, at 1:00 PM EST. In this edition, Mark Brooks will be joined by:
- Simon Newman of ODDA, an expert in online safety and regulatory compliance, for an essential briefing on upcoming legislation that will impact the dating industry.
- Liam McGregor, founder of Marriage Pact, an innovative matching platform that has created over 500,000 connections across 90 universities, all without spending a cent on advertising.
If you hold a full-time leadership role at an online dating company, you are welcome to join IDEA and LTR events for free. To RSVP, please contact mark@courtlandbrooks.com.
This LTR is kindly sponsored by Dating Through Curiosity.
Feeld Sees 30% Growth Amid Influx of Mainstream Users
THE GUARDIAN – Feeld has grown 30% year-on-year since 2022, driven by mainstream users or "vanilla tourists" exploring non-traditional dating. CEO Ana Kirova warns this could alienate core users but stresses inclusivity. Unlike other apps, Feeld avoids swiping and algorithmic matching. It faces challenges like scams and misogyny, using AI to fight fake profiles. The app is gaining traction with women over 40 (+16%) and Gen Z, who often seek friendship and community, not just sex.
