Zepto Silently Removes ‘Dark Patterns’ After Intense Social Media Backlash: Report

Quick commerce unicorn Zepto is shaking up its app experience after sustained criticism and regulatory scrutiny, becoming the first major e-commerce player in India to take a public stance against manipulative “dark patterns.” These are subtle design tactics—like confusing opt-ins, sneaky add-ons, or hard-to-find discounts—that steer users toward choices they might not have made if information was clearer.

A reported by Moneycontrol, Zepto rolled out a significant overhaul of its app interface. Perhaps the most headline-worthy shift is in how their free-delivery benefit works: what once required users to manually “opt in”—a process widely panned for being unnecessarily cumbersome—is now automatically applied at checkout. This brings Zepto’s approach in line with the likes of Blinkit, which already auto-applies such perks. This change lands just as rivals and regulators alike are turning up the heat on consumer trust and transparency in digital commerce.

Users Call Out “Tricky” Trick
For months, Zepto faced a rising tide of complaints on social media. Users accused the app of tricking them with “free cash” offers: they’d redeem a deal, only to find new or higher taxes and “service fees” tacked on at the last minute. Some felt frustrated when paid subscriptions didn’t always unlock promised coupons or exclusive savings, thanks to confusing checkout flows or “buried” offers.

One of the biggest pain points? Fees popping up almost stealthily—like “small cart charges” and “rain fees”—which would appear only as users reached the final payment stage. This led to many feeling they’d been nudged into paying more than they intended, sparking a wave of backlash about transparency and ethical design.

Zepto Revamps Checkout, Shows Charges Upfront
Acknowledging these concerns, Zepto’s product team has now redesigned the entire checkout journey. The cart page finally displays all charges—delivery, handling, surcharges—front and center, rather than springing them on users only at the point of payment. Paid subscribers will now see any eligible coupons and perks applied automatically or at least surfaced more clearly, addressing one of the key complaints raised in online posts.

This move also comes after the Consumer Affairs Ministry put e-commerce and mobility giants on notice, explicitly warning Zepto, Blinkit, Uber, Ola, and others earlier this year to strip out manipulative design patterns or face regulatory action. Zepto has publicly denied intentionally using “dark patterns,” but the swift changes suggest the company is listening to both the market and the ministry.

Social Media Pressure Accelerated the Clean-Up
Zepto’s interface tweaks weren’t just triggered by policy warnings. User posts and viral threads on X (formerly Twitter), Reddit, and consumer forums played a huge role in forcing this public reckoning. Accusations ranged from “misleading free cash” tricks—where extra fees would erode effective discounts—to buried add-ons on the final bill. By course-correcting, Zepto is hoping to regain the trust of its urban, price-sensitive customer base and set a new benchmark for transparency in the cutthroat quick commerce sector.

Recent Business Moves: Funding and Pharmacy Launch
The timing of these fixes is telling. On August 12, Zepto announced a ₹400 crore funding round led by Motilal Oswal Financial Services, adding to the unicorn’s war chest for its next phase of growth. Just last week, Zepto took another big leap—entering the 10-minute medicine delivery game with Zepto Pharmacy in multiple major cities, aiming to shake up a sector that demands even higher levels of reliability and customer trust.