A trend that started in Japan over a decade ago to battle loneliness, seems to have finally found its way to Hyderabad.The Hyderabad police recently sounded an alarm over the trend “rent-a-boyfriend/girlfriend” services rapidly spreading across social media.While cops describe these as “online dating traps” used by fraudsters to make quick money, those promoting them insist they are legitimate, genuine companionship services platforms for those seeking company, comfort and attention but all for a fee.
This lack of oversight exposes both money and safety concerns for users.
Rate cards for romance
The concept first gained popularity in Japan around 2012, where it was marketed as low-pressure companionship for people dealing with urban loneliness. The idea has since travelled to India, with Hyderabad emerging as one of the cities where such services are being advertised openly on social media platforms.The reels and posts promise a wide range of paid companionship: carrying bags, accompanying someone on errands, watching a movie together, going out for dinner, or simply staying on call when a customer is having a bad day.On Hyderabad-specific pages, prices range from ₹450 to ₹14,000 an hour, depending on the service chosen. One Instagram post advertising a “boyfriend on rent” for Girlfriend’s Day offered a rate card of ₹999 per hour, ₹1,999 for two hours, and ₹2,999 for the entire day.Services ranged from walking and talking to buying a favourite snack. The premium package offered cooking, a surprise dessert and “unlimited hugs, if allowed.” The post ended with a direct invitation: “DM and book your boyfriend now.”Another looked less like companionship and more like a subscription plan. The Silver package, priced at ₹1,000, promised two hours of dinner, matching outfits and “a few jokes.” Gold, at ₹2,000, added an extra hour, a cute backstory about how the two “met,” and a rehearsed line about what he does for a living. Platinum, at ₹3,000, covered the full day and included an “I love you,” a kiss on the customer’s mother’s cheek, and help cleaning up after dinner.
Everything like a boyfriend
When STOI reached out to several such profiles posing as a prospective client, one profile even offered to be a rental boyfriend for free. “It will be completely discreet, don’t worry about that, I promise. Just us,” he wrote, before listing what he could offer: good morning and goodnight texts, calls, compliments, an “outing partner,” and emotional support. “Will listen to your rant like it matters. Everything like a boyfriend,” he added.However, Pankaj Tiwari, a 25-year-old architect who has followed the trend but never used such a service, said he remains unconvinced.“I find it strange because they’re essentially putting a price on things that are supposed to happen naturally in a relationship. And considering how all sorts of scams initially start as being marketed like these social support services, I am genuinely sceptical about whether this is even real,” he said.Others see why the idea may appeal to people. “You can be surrounded by people and still feel lonely, and dating can come with a lot of expectations. Paying someone for a few hours of company gives you that attention without necessarily having to enter a relationship,” said Uday Reddy, a 22-year-old student.
‘No specific regulation’
Legal experts say the biggest risk is the absence of any specific regulation governing such services. “There is no specific law for it as it’s a very new thing. That gap is what leaves both money and safety exposed once a transaction moves from an app to an actual meeting,” said advocate Rupesh Mittal.Money, experts say, is often where the trouble begins. High Court advocate Vasudev Yashasri Tadiboina said some platforms or companies offering such services collect refundable “good faith” deposits of ₹50,000, ₹1 lakh or even ₹2 lakh, in addition to the regular session fee.“If the company policies involve not returning the good faith deposit in case a dispute comes up, or if the companion hired by the company files a false complaint against the customer, there are high chances the money is then lost,” he said.He added that there is often no clear mechanism for handling customer complaints. Some companies route grievances through outside legal firms, which may appear formal on paper but may not actually resolve the issue.If a situation escalates beyond money, particularly where a woman is involved, there is no dedicated law that directly applies to such services. Cases would have to be booked under general provisions such as cheating, crimes against women, Mittal said.
Vague terms, stock photos
An STOI check of one such website found that its terms and conditions did not clearly explain what the service involved. Instead, the platform used vague, generic language referring to rentals of products, equipment, property and other services.The terms also mentioned fees and deposits that may not be refunded, along with a liability clause limiting the company’s responsibility even if a customer’s personal data is accessed without permission.Another website listed its “employees” along with their supposed earnings. However, a reverse image check of the profile photos showed many were free stock images, raising doubts about the profiles being real.Some platforms do not ask for a customer’s age before offering service, adding another layer of concern. “This is even more risky considering the sensitive nature of cases involving minors,” Mittal said.
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