Zepto Removes 'Dark Patterns' from App Following Regulatory Pressure

Zepto has overhauled its app, stripping out elements flagged as “dark patterns” and redesigning the order experience for greater transparency, as per news reports. This comes as the company faces mounting regulatory scrutiny over manipulative design, while also preparing for its largest-ever funding round.

App Changes and Transparent Pricing

The company has removed certain interface elements previously criticised by customers as “dark patterns” tactics that once nudged users into unintended purchases. As per Moneycontrol reports, the company changed how the free delivery benefit works.

It is now auto applied, following rivals like Blinkit. Previously, Zepto users had to manually “opt in” for free delivery, a move that attracted criticism. Now, the app automatically applies the benefit. 

Zepto has also overhauled the checkout process: all charges, including delivery, handling, and surcharges, are displayed upfront on the cart page rather than surfacing at the final payment step. This addresses customer complaints about concealed fees, buried coupons, and last-minute addons like “small cart fees” and “rain fees”.

Regulatory Crackdown and Funding Momentum

As per reports, Zepto’s changes follow warnings from the consumer affairs ministry earlier this year, which issued a directive that E-commerce companies were warned to remove manipulative design elements or face regulatory action.

The ministry, having reviewed compliance with dark pattern guidelines in meetings with top platform executives, pressed companies to audit design practices and act swiftly on violations. 

The Central Consumer Protection Authority stated, “Platforms could face penalties or other actions if manipulative designs persisted.” This enforcement climate follows November 2023 government guidelines listing 13 defined tactics as unfair trade practices, including false urgency, basket sneaking, confirm shaming, and drip pricing. The Advertising Standards Council of India found that 52 of the 53 most downloaded Indian apps used at least one manipulative design tactic.

Valuation and Funding Details

Zepto’s latest compliance push coincides with a surge in capital raising. In recent weeks, it raised ₹400 crore from Motilal Oswal Financial Services, ₹25 crore from MapmyIndia as part of a strategic partnership, and ₹7.5 crore from Elcid Investments, giving the company a $5.9 billion valuation. 

As per news reports, Zepto is also in advanced talks for a $450–500 million raise, with the post-money valuation expected to reach $7 billion.

Also Read: Zepto Launches 10-Minute Medicine Delivery Service with Zepto Pharmacy!

Conclusion

By removing “dark patterns” and providing clear charge disclosures, Zepto has become the first major e-commerce firm to act directly in response to both regulatory warnings and consumer feedback.

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