What price would you put on friendship? In these hyper-capitalistic times, where nothing is beyond being given a monetary value, perhaps even Mastercard wouldn’t dare to claim that it’s priceless. A YouGov survey found that 15% of Britons say they have no close friends, while nearly one in 10 (8%) have no friends at all. The numbers are similarly dismal in the US. As we face this contemporary crisis of connection, it is little wonder that friendship, or at least the possibility of it, is increasingly being marketed for sale.

There has been a striking increase in online platforms and apps that promise to introduce you – algorithmically, through social mixers or a combination – to your next BFF. There’s Cliq, PLY, standing for “People Like You”, and RealRoots which promises user satisfaction with the tagline: “Make new friends. Guaranteed”. Meanwhile, 222 boldly declares it is “not a friend-making service”, but a means to “explore serendipity” through social experiences with compatible people.

And this new sweep of pay-to-play friendships doesn’t stop at apps and algorithmic matchmaking. It is accompanied by supper clubs, book clubs, running clubs and other opportunities for you to mingle with people........

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