We’re in a crisis of loneliness - but is buying friends on an app likely to help solve it?

By the Editorial Team · Friday, September 25, 2026

Increasing loneliness in Western countries has led to the rise of paid social platforms and events designed to help people form friendships through organized activities and matchmaking services. While these fee-based options may boost attendance and provide meeting opportunities, experts warn that genuine friendships require time and mutual effort that cannot be bought.

A growing number of people in Western countries report experiencing loneliness and a lack of close friendships, prompting the emergence of paid platforms and events aimed at facilitating social connections. Recent surveys highlight this trend, with a YouGov study finding that 15% of Britons say they have no close friends and nearly 8% claim to have no friends at all. Similar figures are reported in the United States.

In response, a variety of online apps and social services have proliferated, offering algorithm-driven matchmaking and organized gatherings designed to help individuals form friendships. Examples include Cliq, PLY (“People Like You”), and RealRoots, which markets itself with a “Make new friends. Guaranteed” slogan. Other platforms such as 222 promote social experiences emphasizing serendipity rather than direct friend-making. Beyond digital offerings, paid social clubs have also expanded, hosting book clubs, supper clubs, and running groups. Organizations like CircleUp hold regular social mixers in the UK, while more exclusive events like those organized by Gathering Tables charge as much as £145 per person for curated dinners.

Proponents assert that the fee-based model encourages commitment, helping ensure attendance and participation. The founder of PLY noted that when activities are free, attendance is often sparse. However, critics argue these initiatives commercialize the basic human desire for connection. While these paid services may provide scheduled opportunities to meet others, their primary function is often tied to brand engagement and revenue generation rather than fostering authentic relationships.

Experts point out that true friendship and community formation require time, mutual investment, and shared experiences, elements that cannot be bought outright. Many emphasize that simplifying or accelerating the process of forming friendships through apps overlooks the work necessary to develop trust and intimacy. Although incidental friendships can sometimes develop in commercial settings like workplaces, paying directly for introductions challenges traditional notions of spontaneous connection.

The rise of fee-based social platforms and events illustrates a broader societal recognition of widespread social isolation and a disconnection from community. Yet, community experts caution that authentic bonds are formed organically and cannot be manufactured solely through commercial means. While these paid offerings create conditions conducive to meeting new people, friendship itself remains a voluntary and reciprocal process.

Some advocate for low-cost or free opportunities to build social ties, suggesting that informal invitations and mutual introductions remain effective ways to expand social networks. An example often cited involves a free pre-performance gathering at a theater event, where solo attendees were invited to socialize before the show. Organizers provided an inclusive setting without financial barriers, leaving the effort and risk of initiating friendships to participants themselves.

As loneliness continues to be recognized as a public concern, the debate over the role of commercial social services highlights the balance between convenience, cost, and the intangible qualities that underpin lasting human connection.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.