Professional cuddling is a real business – here's why people do it

Paying to get cuddles is not as unusual as some might think. It is, in fact, a real business built to help people who feel lonely, depressed, or simply in need of an extra cuddle from a stranger.
You can look at it as an upgrade to the "free hugs" you sometimes see on the streets. The difference is there's a registered company behind it, an hourly rate, and even a certified diploma.
The company, Cuddlist (), says: "Touch plays an important role in building social connections and most of us don’t get enough touch in our lives."
How can cuddling with a stranger help combat loneliness and feel better with others? I decided to give it a try myself and find out.
This is my video experience with Dieniz, who is a "professional cuddlist" (/). I had a one-hour session with her and she introduced me to this entirely new world of "cuddling."
Despite mine lasting one hour, a session can go up to six hours. It is all up to the client, together with deciding what to do and how to structure the time.
Cuddlist charges £80 per hour. If you're interested in trying, Dieniz also offered a discounted rate for Business Insider readers ().
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Business Insider UK is the largest business news site for British readers and viewers in the UK. Our mission: to tell you all you need to know about the big world around you. The BI UK Video team focuses on business, technology, strategy, and culture with an emphasis on unique storytelling and data that appeals to the next generation of leaders – the digital generation.