A growing number of online platforms and social events are now offering paid opportunities to help individuals form friendships amid rising concerns about social isolation. This trend reflects changing dynamics in how people connect in an increasingly digital and commercialized society.
Recent surveys indicate a significant portion of populations in the United Kingdom and the United States report having few or no close friends. In the UK, around 15% of people say they have no close friends, while nearly 8% report having no friends at all. Similar figures are reported in the US, underscoring a wider issue of loneliness and disconnection. Responding to this demand, tech companies and event organizers have increasingly positioned friendship and community-building as services that can be facilitated—and monetized—through apps and paid gatherings.
Several applications such as Cliq, PLY (People Like You), RealRoots, and 222 promote algorithm-driven introductions or invite users to join social mixers designed to cultivate new friendships. These apps often emphasize ease and efficiency in connecting with others. For instance, RealRoots markets its service with a satisfaction guarantee, while 222 describes itself as a platform for “exploring serendipity” through curated social experiences rather than a straightforward friend-making service.
Complementing these digital offerings are in-person events including supper clubs, book clubs, running groups, and social mixers, many requiring membership fees. For example, Circle Up organizes regular social mixers across the UK, promoting the benefit of repeatedly meeting the same group of people, while Gathering Tables hosts dinners for a select group willing to pay as much as £145 ($190) per event.
Proponents argue that charging for these events helps ensure commitment from participants, reducing no-shows common in free gatherings. However, critics question whether commercializing friendship aligns with the authentic spirit of forming social bonds. The difficulty of genuine connection and the time required to nurture friendships seem at odds with the idea of immediate, paid introductions.
Experts note that these developments are a response to a broader cultural sense of collective disconnection and the decline of traditional community structures. While paid platforms provide opportunities and a scheduled setting to meet new people, the creation of lasting relationships depends on sustained effort and mutual investment beyond monetary transactions.
Some caution that relying heavily on commercial services to fulfill social needs risks undermining organic community-building. They suggest individuals might consider more grassroots approaches, such as inviting acquaintances to social activities or fostering connections within existing networks.
Examples of community initiatives that encourage interaction without commercial barriers include pre-show mingling events, where solo attendees are invited to socialize before performances, providing a low-pressure environment to meet others.
As loneliness becomes a growing public concern, the commercialization of friendship highlights both the desire for connection and ongoing challenges in replicating the depth of community through paid services. The effectiveness of these platforms ultimately depends on their ability to facilitate meaningful engagement beyond transactional introductions.