Married and anonymous: What 4.5 crore+ Indians seek on 'secret' dating apps

Published 9 June 2026 · india

In a time when even the most private confessions are willingly published on social media, there remains a layer of desire still considered “ignoble”, something

In a time when even the most private confessions are willingly published on social media, there remains a layer of desire still considered “ignoble”, something many hesitate to acknowledge openly, but not so much to explore in silence. Over 4.5 crore Indians have joined or explored “secret” dating apps in the past five years, with more than 1.6 crore signing up in the last year alone, a number that continues to rise. In the last 5 years, over 4.5 crore Indians, almost the population of Argentina, have explored a growing ecosystem of “secret” dating apps Read Full Story These are not dating apps in the conventional sense. By “secret dating apps”, we refer to platforms that openly market themselves as spaces for “anonymous dating”, “discreet hookups”, “open-minded connections”, and “relationships beyond marriage”, making them fundamentally different from mainstream dating apps aimed largely at singles. Within this vast user base, a significant share appears to be married and seeking extramarital relationships. Some platforms cater specifically to gay dating, while others are used by married couples looking for a third partner. To understand how this world operates, India Today’s Open Source Intelligence (OSINT) team scanned nearly 30 such apps, including mainstream platforms. We also created accounts on apps such as PURE, 3Way, and Nymph to examine who uses them, how platforms monetise intimacy, and what users encounter once inside. MAINSTREAM VS "SECRET" DATING APPS The Indian dating market appears to be undergoing a societal shift. What was once centred on compatibility, emotional support, reliance, and, at times, casual relationships largely among bachelors, is now increasingly intersecting with anonymity, intent-driven interactions and alternative relationship models.

The craze of mainstream dating apps has gone down in the past year. Married individuals, couples, and others are actively exploring connections in more discreet and anonymous ways. Platforms, also, have strategically tapped into user vulnerability and monetised human emotion, need, and desire with calculated precision. Mainstream dating apps like Tinder and Bumble continue to command significant scale due to their early entry into the Indian market and large installed user base, but trend analysis indicates a decline in their download numbers over the past year. In contrast, platforms often perceived as “secret” or niche – such as 3Fun: Open-Minded Dating App and 3Way: Couples & Singles Hookup – have recorded a steady upward trajectory in downloads during the same period. The divergence becomes even more visible in monetisation patterns. PURE, a dating app that markets itself as a space for “curious creatives” to show up in their “most playful version,” encourages users to “be open with intentions,” “explore new thrilling experiences,” and “let passions run free.” In doing so, the platform appears to position itself within a more discreet, adult-leaning and boundary pushing segment of the dating ecosystem. The number of downloads of secret dating apps in India is on the rise. Interestingly, despite a decline in total downloads, PURE appears to have recorded a rise in revenue. The divergence between falling installs and increasing earnings suggests improving monetisation efficiency, likely driven by subscriptions, premium gating, or in-app purchases, indicating that a smaller but potentially higher spending user base may be generating greater value.