Around the world, millions of people have given up on the idea of finding love the old fashion way, instead turning to dating apps in search of a soulmate. While most platforms are free to download and use, many now offer premium subscription plans packed with additional features, transforming modern dating into a highly profitable global business.

The search for love is no longer happening in bars, workplaces or through mutual friends, but through algorithms, premium memberships and monthly direct debits.

Online dating is big business

Recently released statistics from Business of Apps reveals over 350 million people use dating apps, with 23 million paying for premium features. Since 2015, revenue generated by dating apps has risen consistently, with the industry now regularly producing more than €5 billion annually.

Although 2025 marked the first notable slowdown, with revenues falling by 1.78 per cent compared to 2024, long-term forecasts for the sector remain optimistic as companies continue to expand internationally and introduce new monetisation features.

The business model behind modern dating apps

The modern dating app economy increasingly relies on a “freemium” model, where basic access is free but the most desirable features sit behind a paywall. This strategy has proven extremely effective, particularly among younger users accustomed to subscription-based digital services.

Companies behind the world’s biggest dating apps continue investing heavily in artificial intelligence, personalised matchmaking and user engagement tools designed to keep people active on their platforms for longer periods. Critics argue that this model can sometimes prioritise profit over successful matchmaking, as apps benefit financially from retaining paying users rather than helping them leave the platform after finding a relationship.

Why men spend more on dating apps

On the apps themselves, there is a real imbalance within the user-base. According to Players Time’s recent analysis of dating apps, men outnumber women on every major platform. Tinder, Hinge and even Bumble – where the women make the first move – all report substantially higher percentages of male users, creating intense competition among men seeking matches and interactions.

Many dating services have capitalised on this imbalance by encouraging users to upgrade to premium memberships. Paid features often include unlimited swipes, profile boosts, advanced filters, read receipts and the ability to see who has already liked a profile. These tools are marketed as ways to improve visibility and increase the likelihood of securing dates.

As a result, men are considerably more likely to pay for premium subscriptions than women. Research from Players Time found that men spend between 145 per cent and 458 per cent more per date than women when using dating apps. In some cases, users may spend hundreds of euros annually on subscriptions, boosts and in-app purchases without any guarantee of finding a long-term partner.

A tourist visiting the Trevi Fountain decided, seemingly out of the blue, to take a swim in it fully dressed, sunglasses included, to cool off during high temperatures in the Italian capital. Police were seen trying to remove the woman whilst a man that was accompanying her started to yell at them. The incident took place in front of large crowds gathered around the historic fountain, one of Rome’s busiest tourist attractions. Footage shared online showed the woman standing and walking through the water while visitors nearby watched and filmed the scene on their phones.

Security staff quickly intervened before officers from the local police force escorted the tourist away from the fountain area. According to reports, the woman later pleaded with officers not to issue her with a fine.

Extreme temperatures reported across Rome

Rome has experienced intense heat in recent days, with temperatures rising as large numbers of tourists continue to visit the city during the summer season. Witnesses said the tourist entered the fountain in an attempt to cool herself down amid the heatwave conditions affecting the Italian capital. Videos circulating online show her smiling while moving through the water moments before security personnel approached.

Authorities in Rome prohibit visitors from entering the Trevi Fountain under heritage protection regulations designed to preserve the historic monument. Bathing, climbing or sitting inside the fountain can result in financial penalties and removal from the site. The Trevi Fountain remains one of the most visited landmarks in Italy and attracts thousands of tourists each day, particularly during warmer months when visitor numbers increase significantly.

Police escort tourist away from the monument

Footage of the incident spread rapidly across social media platforms after bystanders recorded the exchange between the tourist and police officers. According to reports, the woman appeared visibly upset after being removed from the water and reportedly begged officers not to fine her for entering the fountain.

Italian authorities have not publicly confirmed whether the tourist ultimately received a financial penalty. However, local regulations allow police to fine individuals who enter protected fountains or engage in behaviour considered damaging to public monuments. The incident prompted widespread discussion online, with some users criticising the tourist for ignoring preservation rules while others pointed to the unusually high temperatures being experienced in Rome.

Authorities have tightened controls around the fountain

Rome’s authorities have increased security around the Trevi Fountain in recent years following repeated incidents involving tourists entering the water. The monument, designed by architect Nicola Salvi and completed during the 18th century, is considered one of Europe’s most important examples of Baroque architecture. City officials have repeatedly warned that entering the fountain risks damaging the structure and increasing maintenance costs.

Earlier this year, Italian media reported that another visitor was fined €500 and temporarily banned from the area after jumping into the fountain. In response to growing tourism pressures, Rome has introduced stricter crowd-control measures around several historic landmarks. Security officers and police patrols are regularly stationed near the Trevi Fountain to monitor visitor behaviour and enforce regulations.

Trevi Fountain remains one of Italy’s busiest attractions

The Trevi Fountain is recognised internationally as one of Rome’s best-known tourist sites and receives millions of visitors every year. The landmark became especially famous after appearing in La Dolce Vita, which featured actress Anita Ekberg entering the fountain in a scene that later became closely associated with the monument.

City authorities continue to remind tourists that recreating scenes from films or entering the water for photographs is prohibited. Visitors are permitted to walk around the fountain and throw coins into the water from designated public areas, but entering the basin itself remains against local regulations. The latest incident comes as several major European cities continue to deal with the effects of overcrowding during peak travel periods. Authorities in Rome have stated that preserving historic landmarks remains a priority as visitor numbers continue to rise during the summer months.

Malaga is making some of its road safety efforts friendlier through brand new educational devices that encourage drivers to slow down rather than issuing fines. Rather than follow the more aggressive low-emissions’ zoning fines obliged with the threat of losing European funding, the council has decided to work with local drivers to get them to become accustomed to taking their foot off the pedal a little.

Educational tools transform driver behaviour

Malaga council has already installed the first four speed cameras on the seafront promenade: Pablo Ruiz Picasso, Camino del Pilar, Avenida Valle Inclan and Avenida James Bowles. These units form part of a larger network of 22 devices planned for across all districts of the city.

Drivers receive instant visual feedback as they pass. Units display current speed on LED screens with colour-coded responses and simple icons. Green lighting and a smiling face appear when vehicles stay within limits.

Visual warnings encourage compliance

Yellow flashing signals activate near the speed threshold to provide advance notice. Red illumination combined with sad faces and stronger alerts appears when drivers exceed permitted speeds. Systems include a special upper limit that blanks out numbers during extreme cases and shows only danger symbols to discourage reckless driving.

Data collection supports smarter planning

The speed cameras gather anonymous traffic information from as many as 1.3 million vehicles. Records capture speed, date and time details for analysis. Local teams and remote monitoring review circulation patterns to inform future mobility decisions.

Efficient design features built in

Low-energy technology powers the radars efficiently. Automatic brightness adjustment matches surrounding light conditions while screens switch off during quiet periods. Electrical grid connections work together with public lighting, batteries and solar panels for reliable operation.

Expansion targets all districts

Installation continues throughout this year until the full set of 22 units covers every area. Additional sites include Avenida de Andalucia, Avenida Carlos Haya, Avenida Juan XXIII, Avenida de Velazquez, Camino del Colmenar and Avenida Jose Ortega y Gasset.

Local police are helping with site selection based on pedestrian activity and traffic flow needs. This approach focuses on zones with high footfall and busy roads to improve safety for everyone sharing public spaces.

These measures form part of broader council policies hoping to reduce speeds and create better coexistence between vehicles and pedestrians in the city. We are yet to see how voters who drive take the initiative, though. While many who drive the streets of Malaga will be thankful for not having fines thrown at them by additions of even more roadside tech, using happy and sad smilies to reflect behaviour is something often employed in nursery schools.