People Are Paying for Cuddles—Sometimes via Zoom

People Are Paying for Cuddles—Even Online

Estimated Reading Time: 9 Minutes

The Rise of Professional Cuddling in a Post-Pandemic World

As the world slowly recovers from the emotional toll of the COVID-19 pandemic, a surprising wellness trend has taken root: professional cuddling. Often misunderstood or stigmatized, cuddle therapy is gaining recognition as a legitimate form of emotional and psychological support—and in some cases, it’s even available via Zoom.

What Is Cuddle Therapy and Why Is It Gaining Popularity?

Cuddle therapy, also known as platonic touch therapy, offers physical, social, and emotional benefits to those who seek comfort through non-sexual human connection. Practiced by trained professionals, these sessions are designed to foster emotional safety, reduce stress, and provide a sense of belonging—especially for those dealing with loneliness or past trauma.

Addressing the Loneliness Epidemic in America

According to a study by Harvard University, the pandemic has intensified an existing crisis: loneliness. Over a third of Americans, particularly young adults, report feeling deep isolation. This emotional void has contributed to rising rates of anxiety, depression, substance abuse, and even heart disease. In this climate, cuddle therapy has emerged as a meaningful human-centered approach to healing.

A Personal Journey: Yosef’s Experience with Cuddle Therapy

Yosef, a client at Cuddle Up To Me in Portland, Oregon, has made cuddling part of his self-care checklist. When he feels emotionally low, he checks in with himself: “Have I eaten? Slept? Had water? Touched another human being?” If the last answer is no, cuddle therapy becomes his emotional lifeline.

Despite initial discomfort with physical touch, he gradually found peace through regular cuddle sessions. For him, it filled a therapeutic gap that neither traditional therapy nor friendly hugs could bridge.

The Science Behind Touch and Emotional Well-Being

Dr. Anik Debrot, a psychotherapist and professor at the University of Lausanne, confirms that physical touch, when consensual and familiar, is associated with reduced stress, lower blood pressure, and increased feelings of happiness. In short, touch can be profoundly healing—but only when it respects personal boundaries and emotional comfort.

How Cuddle Sessions Actually Work

Keeley, a professional cuddlist based in Chicago, has helped thousands of clients reconnect with touch over the past six years. In her sessions, she starts by discussing emotional states and setting clear boundaries. Then, she and the client choose a comfortable setting—whether it’s on a couch, in bed watching a movie, or lying silently with soothing music.

Clients are encouraged to speak freely or remain quiet, depending on their preferences. According to Keeley, every session is unique, and many evolve into deeply therapeutic conversations similar to talk therapy.

The Role of Consent and Boundaries in Touch Therapy

Cuddle therapy is built on communication, consent, and trust. Before the first session, professionals often hold a 30-minute virtual consultation to ensure compatibility and discuss expectations. During the session, they revisit boundaries to ensure everyone feels safe and respected.

This structured approach to physical closeness offers something deeply restorative, especially to people with a history of trauma, neglect, or emotional abuse.

Cuddlist: A Trusted Network for Safe Cuddling

Founded in 2015, Cuddlist aims to provide standardized training and support for professional cuddlers. By centralizing the practice, it ensures that both clients and practitioners can engage in safe, respectful, and healing experiences. Cuddlists receive training to spot red flags, communicate clearly, and manage difficult emotional scenarios.

Can Physical Touch from a Stranger Be Therapeutic?

When properly facilitated, yes. Research shows that oxytocin—the “bonding hormone”—is released through warm, welcome touch. This hormone enhances emotional empathy, reduces anxiety, and fosters trust. Skilled cuddlers take time to build rapport, establish clear boundaries, and maintain professionalism to ensure that each session feels safe and supportive.

How Virtual Cuddle Therapy Works

Adapting cuddle sessions to a virtual setting may seem counterintuitive, but professionals like Keeley say it’s possible. Through imaginative methods like “wake-up-the-hands” exercises, where clients explore textures by holding household items, they can stimulate the sense of touch and encourage oxytocin release—even through a screen.

Safety Protocols for Professional Cuddlers

To ensure safety for all involved, cuddle practitioners often:

• Hold pre-session consultations via Zoom

• Verify client identity and conduct background checks

• Establish a check-in system or call buddy during sessions

• Receive training to spot warning signs and uphold strong, compassionate boundaries

These measures help prevent misunderstandings and ensure that the therapeutic nature of the practice remains intact.

How to Book a Cuddle Session and What to Expect

Platforms like Cuddlist and Cuddle Sanctuary make it easier to find trained cuddle professionals near you. Prices typically range from $60 to $300 per hour, depending on location and experience. New clients often receive a free 30-minute consultation to discuss needs, expectations, and logistics.

Sessions can be held in the cuddler’s home, the client’s space, or online.

Final Thoughts: Is Cuddle Therapy Here to Stay?

While originally shaped by pandemic-related isolation, cuddle therapy shows no signs of fading. In fact, as society continues to explore diverse forms of emotional healing, this compassionate practice may become a more accepted and integrated part of mental wellness.