A wave of paid social clubs, including Cliq, PLY and Agora, is expanding across UK cities, using algorithms rather than users themselves to decide who they meet at organised events. The trend is being driven by the decline of "third spaces" such as pubs and youth centres, a rise in remote working, and growing loneliness, with ONS figures showing 40% of 16- to 29-year-olds feel lonely "always, often or some of the time". Founders argue these platforms fill a gap left by broad, disorganised Facebook groups, offering more genuine, interest-based communities instead.

Membership models vary: PLY charges from around £9.99 to £19.99 a month for exclusive events and business discounts, while Agora and Cliq offer pay-as-you-go options that some users find less pressuring than subscriptions. PLY's founder says it typically takes about three events to "find your person", and some platforms offer money-back guarantees if members fail to connect within a month. Not everyone is convinced paying to make friends is a positive development, though founders counter that commitment and consistent attendance are key to tackling loneliness effectively.