Apple and Google 'fleeced' love-seekers by up to nearly £100million last year thanks to 'app tax' levied on dating platforms such as Tinder and Hinge, analysis shows

Published: 18:13, 29 June 2026 | Updated: 18:15, 29 June 2026 Apple and Google ‘fleeced’ love-seekers by up to nearly £100million last year thanks to their ‘app tax’ being levied on dating platforms, analysis shows. The study found Britons looking for love shelled out around £300million on purchases while using apps such as Tinder and Hinge on devices powered by the Silicon Valley giants. Thanks to a ‘stealth’ levy of up to 30 per cent on subscriptions, it means they raked in as much as £90million in ‘tax’ from those searching for a soulmate in 2025. Users of dating apps can be hit particularly hard by the charges. They fall to up to 15 per cent for subscriptions renewed after a year. However, many dating app users cancel their membership after a few months or so - when they find a potential long-term partner - only to re-join later if the relationship fails. They are then often treated as a new customer and the bigger fee of up to 30 per cent can apply again. The findings sparked renewed calls for the UK regulator, the Competition and Markets Authority (CMA), to step in. Users of dating apps such as Tinder can be hit particularly hard by the 'app tax' charged by Apple and Google  Apple charges a levy of up to 30 per cent to app developers on subscriptions and in-app purchases, which critics say is too high  Google also charges a levy of up to around 25 per cent to app developers on subscriptions and in-app purchases  Yesterday the Mail revealed how research has found UK smartphone and tablet users are currently being forced to shell out as much as an extra £700million a year because of the ‘app tax’. But the research, commissioned by campaign group the Coalition for App Fairness (CAF), found this will rise to £1.2billion in five years. Over the period, the levy is projected to cost Britons an extra £4.1billion. While the 'tax' is paid by app developers, campaigners say it is passed on to consumers. This forces them to pay up to a third more for their favourite services. Critics also argue it hits the UK's tech sector by sucking away profits that could be re-invested, choking off competition. Tory MP Damian Hinds, who is on the Commons technology committee, said fees of up to 30 per cent appeared ‘excessive’, adding: ‘I’ve always thought it sounds like a very nice way to make a living. ‘Thirty per cent is a big cut. And even 15 per cent, for relatively small companies trying to break into a market, that’s a lot of money too. ‘It’s absolutely a legitimate thing for the CMA to look into. We’ve quite possibly been too slow to act on this one. I support the Daily Mail taking an active stance on it.’ Liberal Democrat MP Martin Wrigley, who also sits on the committee, added: ‘There’s a long way to go in stopping the exploitation. ‘We have to be much stronger with our regulators, which have only just started looking at this.’ Simon Newman, CEO of the Online Dating and Discovery Association, which conducted the analysis, said: ‘Britons looking for love online are being quietly fleeced by Apple and Google, who pocket up to 30p in every pound spent on dating apps. ‘There is no justification for fees this high. Tory MP Damian Hinds, who is on the Commons technology committee, said fees of up to 30 per cent appeared ‘excessive’ and said the CMA should look at the issue  ‘The CMA must step in and stop Big Tech profiteering at the expense of British consumers and the businesses trying to serve them.’ Apple introduced a lower rate of 15 per cent on in-app for smaller companies whose earnings are below $1million in 2020. But critics say this remains too high. And few users are aware they can find their favourite services cheaper elsewhere because Apple's guidelines limit app developers from linking to external pages or QR codes. Google charges fees of up to about 25 per cent for in-app purchases on its Play Store for Android devices but has relaxed curbs on preventing links to cheaper deals being offered. The Digital Markets, Competition and Consumers Act 2024 handed the CMA powers to set caps on fees charged, as well as the ability to fine Apple or Google. It is understood the regulator will make an intervention tomorrow. An Apple spokesman said critical app developers 'simply don’t want to pay for the immense value they receive from Apple’s platforms and technologies'. They also claimed that a drop in fees wouldn't necessarily be passed on. Google said the analysis was 'bogus' but did not explain why, with a spokesman adding: 'It also disregards Play’s recent changes which provide UK developers with more choice and some of the lowest fees in the market.' No comments have so far been submitted. Why not be the first to send us your thoughts, or debate this issue live on our message boards. By posting your comment you agree to our house rules. Do you want to automatically post your MailOnline comments to your Facebook Timeline? Your comment will be posted to MailOnline as usual. Do you want to automatically post your MailOnline comments to your Facebook Timeline? Your comment will be posted to MailOnline as usual We will automatically post your comment and a link to the news story to your Facebook timeline at the same time it is posted on MailOnline. To do this we will link your MailOnline account with your Facebook account. We’ll ask you to confirm this for your first post to Facebook. 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