On November 3, 2022, the U.S. Federal Trade Commission fined Vonage $100 million for “dark patterns” to be paid to consumers. The tricky issue has been defining what exactly is a "dark pattern." The FTC Press Release describes the "dark patterns" as:
- Eliminating
cancellation options: Despite allowing its customers to sign up for
services online, over the phone, and through other venues, the complaint
alleges that starting in 2017, Vonage made the decision to force customers
to cancel only by speaking to a live “retention agent” on the phone. The
complaint notes that this practice runs counter to Vonage’s own advice to
its clients not to “frustrate customers by requiring them to contact
you for support that should be available on a self-service basis” and that
“[i]t should be just as easy to return your product as it is to buy it.”
- Making
cancellation process difficult: In addition to forcing customers into
one cancellation method, it made that method difficult. The company
created significant cancellation hurdles, including by making it difficult
to find the phone number on the company website, not consistently
transferring customers to that number from the normal customer service
number, offering reduced hours the line was available and failing to
provide promised callbacks. The complaint cites one internal Vonage email
saying customers were “sent in a circle when they want to downgrade
or remove the service.”
- Surprising
customers with expensive junk fees when they tried to cancel: In
many cases, customers who are able to access the cancellation line are
told they will have to pay an unexpected early termination fee that was
not clearly disclosed when they signed up for Vonage service. In some
cases, these fees were in the hundreds of dollars.
- Continuing
to charge customers even after they canceled: Customers who
managed to speak to an agent and request cancellation often found that
their accounts continued to be charged. Even when they contacted Vonage to
complain, they received only partial refunds of the money they were
charged without authorization.