Dark Patterns in India’s Subscription Economy: A Threat to Consumer Rights and Digital Trust

New Delhi [India], June 4: India’s digital subscription economy has witnessed exponential growth, with platforms such as Kuku FM, Stage, and Seekho attracting millions of users across the country. However, alongside this rapid expansion, a concerning pattern of fraud has emerged—one that jeopardizes consumer trust and undermines the principles of fair digital commerce.

A growing number of users are reporting deceptive billing practices that lead to unintended or unauthorized payments. While industry stakeholders often downplay these issues as isolated incidents, consumer feedback—especially from Tier-2 and Tier-3 cities—suggests a far more systemic problem. These consumers, many of whom have limited digital literacy, are particularly vulnerable to misleading subscription models and opaque cancellation procedures.

A prevalent tactic involves offering trial subscriptions at nominal prices—typically ₹1 or ₹2. Once the trial period ends, users are automatically transitioned into paid plans, with monthly charges ranging from ₹100 to ₹699. Crucially, these auto-renewals are not always clearly communicated during the sign-up process, leaving many users unaware until charges appear on their accounts.

Online users have also flagged concerns about platforms like Kuku FM offering low-cost trial periods of ₹1–2, only to automatically transition them to paid plans ranging from ₹100 to ₹699 per month, often without clear consent, leading to unexpected charges calling it a scam by the platforms.

The core challenge lies in the cancellation process. Several platforms make it intentionally difficult for users to unsubscribe. Even when users believe they have cancelled through the app, automatic payment mandates often continue via UPI or third-party gateways. Instead of providing a straightforward in-app cancellation option, platforms redirect users through complex external systems, creating confusion and friction.

These dark patterns disproportionately affect users in smaller towns and rural areas, where limited digital literacy makes navigating such hurdles extremely challenging. As a result, many consumers end up paying for services they no longer use or never intended to keep. The lack of transparency, combined with hidden fees and complicated terms, contributes to widespread user dissatisfaction and a growing sense of mistrust in digital platforms.

Beyond the consumer impact, these practices raise critical concerns about the accuracy of reported user engagement metrics. If a significant portion of active subscribers are, in fact, inactive or unaware they are being charged, then subscriber figures may be artificially inflated. This distortion not only misleads consumers but also investors and regulators who assess the health and viability of digital businesses.

Despite claims from some in the industry that such cases are rare, the volume of complaints on app stores and platforms like Reddit, YouTube, and Instagram indicates otherwise. Users consistently express frustration over vague terms, hidden fees, and unnecessarily complex unsubscription methods.

This is a clear call for regulatory intervention. The current legal framework does not adequately address the nuances of digital subscription models and the exploitative design strategies—often termed dark patterns—used by some platforms.

(Disclaimer: The above press release comes to you under an arrangement with PNN and PTI takes no editorial responsibility for the same.).

(The story has come from a syndicated feed and has not been edited by the Tribune Staff).