Eco · Climate policy · published 2026-08-26 · via The Guardian

Paying for Friendship: How Algorithms Are Matching People in New Social Clubs

New platforms like Cliq and PLY use algorithms to match users for social events, charging up to £20 a month. They aim to address loneliness among young adults, which affects 40% of those aged 16-29. The article examines the rise of paid social clubs as alternatives to free platforms like Meetup.

Expanded Detail

The article profiles several platforms, including Cliq, PLY, and Agora, each taking a different approach to paid social matching. PLY's founder argues that charging fees encourages commitment, noting that free events often see no-shows, while Agora offers both pay-as-you-go and subscription options to keep things accessible. Cliq's co-founder criticizes Facebook groups as too broad and cluttered to foster genuine community.

The business model reflects how long friendship-building takes. PLY's founder estimates that members typically need to attend about three events before forming a meaningful connection, which explains why many opt for longer-term memberships at reduced monthly rates. Agora reports hosting over 300 events in two years and claims to have facilitated hundreds of friendships through its algorithmic matching system.

Context

This trend could reshape how young adults navigate social connection in an era of declining third spaces and

Expanded detail and Context are AI-generated analysis; the linked article remains the authoritative source.

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This summary is Al-enhanced to contain extended analysis and broader social context. The original is {NAME); the linked article is the authoritative source. Original headline: “Would you pay for an algorithm to pick your friends? New social apps spread across cities.” Browse more stories.