A market dominated by subscriptions
For years, dating apps have followed a simple playbook: create a free account with frustrating limitations, then push users toward expensive subscriptions. Want to see who liked you? Pay up. Send a message first? Pay up. Boost your profile? Pay again.
This model creates a two-tier experience where those who can't — or won't — pay are stuck with a degraded version of the service. In 2024, major dating apps charge between $15 and $40 per month for premium access.
The problem of "artificial frustration"
Paid apps have every incentive to create frustration. The more frustrated you are, the more tempted you are to pay. Some deliberately limit the number of profiles you see, hide received likes behind a blur, or reduce your visibility if you don't subscribe.
It's not a bug — it's the business model. And users are starting to notice.
The alternative: rewarded video
Loviam offers a radically different approach. Instead of locking features behind a paywall, the app uses a rewarded video model. You watch a short video ad (15 to 30 seconds) and earn a token. That token lets you unlock any feature: see your likes, send a direct message, use a Super Like.
The result? Everyone has access to the same features, without reaching for their credit card.
A model that aligns interests
When an app is funded by subscriptions, its interest is to keep you single for as long as possible. A user who finds love is a lost customer.
With rewarded video, the incentive is reversed: the more useful and engaging the app is, the more users engage with it, and the better the model works. The app has every reason to help you make real connections.
The bigger trend
Free apps aren't a passing trend. Free-to-play revolutionized gaming, ad-supported free streaming took off with Spotify, and the same logic now applies to online dating.
Users want value without financial commitment. And advertisers are willing to fund that value in exchange for attention.
Ready to try?
Loviam is 100% free, with no hidden subscriptions or tricks. Create your profile in minutes and start meeting people near you.