Homeaglow

Homeaglow

Basic information
Founded	2015-01-01
Legal Structure	Private
Industry	home cleaning marketplace
Also known as
Official website	https://www.homeaglow.com

Homeaglow, Inc. is a US-based gig-economy platform, headquartered in Austin, Texas, that connects consumers with independent contractor house cleaners. It was founded in 2015 by Aaron Cheung and Xiao Wei Chen after the failure of their previous home cleaning startup, Homejoy, and also operates under the brand names Dazzling Cleaning, Cozy Maid, Bubbly Cleaning, AT Maid and Dapper Maids. The company describes itself in its terms and conditions not as a cleaning service but as a "communications platform," and disclaims any warranty regarding the reliability or quality of the contractors on it. Homeaglow states it operates in 85% of US ZIP codes and spends over seven figures per month on advertising, including more than $20 million on television ads in 2025 alone.

Consumer-impact summary

Homeaglow is the subject of thousands of consumer complaints, multiple state enforcement actions, a federal class action lawsuit, and a complaint to the Federal Trade Commission. The core issue is a negative option scheme: consumers who purchase a heavily discounted introductory cleaning voucher (advertised at prices such as "$19 for 3 hours") are automatically enrolled in a recurring $49–$59 per month subscription called "ForeverClean" with a six-month minimum term, without clear and conspicuous disclosure.

The membership fee purchases no cleaning services; cleanings are billed separately, plus undisclosed per-cleaning transaction fees of 5% to 15%. Cancelling before six months triggers an "early termination fee" equal to the difference between the discounted first cleaning and its full undiscounted price, with reported fees ranging from roughly $100 to over $350. The checkout flow used a fake countdown timer and a fake indicator of remaining local vouchers to create false urgency, while the membership terms appeared only in fine print and a pop-up tooltip.

Complaints also cover inaccessible customer service (no published phone number, unresponsive email and web forms), advertising built on manipulated review ratings, and, on the worker side, cleaners alleging payment delays, withheld earnings, and unfair deactivations. As of August 2025, the FTC had received 2,955 complaints against Homeaglow and its related brands, and the BBB had received more than 2,800, giving the company an F rating.

Homeaglow maintains that membership terms "are disclosed in multiple places" during booking, that it "operate[s] transparently within all applicable federal and state laws and regulations," and characterized its 2026 Washington settlement as "not a concession of wrongdoing."

Incidents

This is a list of all consumer-protection incidents this company is involved in. Any incidents not mentioned here can be found in the Homeaglow commits contract fraud

Undisclosed ForeverClean subscription enrollment (2023–ongoing)

Consumers who purchase a discounted introductory cleaning voucher are automatically enrolled in the ForeverClean membership at $49–$59 per month with a six-month minimum term. The fee buys no cleanings; it only allows booking future cleanings, which are billed separately with 5–15% transaction fees. Early cancellation triggers a termination fee equal to the undiscounted price difference of the first cleaning. The Washington AG documented one consumer who paid $79 for a cleaning and ultimately paid $600.75 in total after a $358.50 cancellation fee. In-purchase claims that customers could "cancel at anytime" and that purchases were "fully refundable" were found inconsistent with these terms.

Deceptive review advertising (2024–2026)

The Washington AG alleged Homeaglow advertised a five-star "excellent" Trustpilot rating based on 6,406 reviews when Trustpilot's actual data showed a 1.3-star average from roughly 2,000 reviews, and that the company suppressed negative reviews on its own website to maintain a displayed 4.8-star average, continuing the Trustpilot claim after being notified. TINA.org's investigation separately found fabricated consumer reviews in the company's marketing.

Seneca v. Homeaglow class action (2023, pending)

Seneca et al. v. Homeaglow, Inc. d/b/a Dazzling Cleaning, Case No. 8:23-cv-02308 (C.D. Cal.), alleges the company fails to disclose that consumers who book discounted cleanings are charged monthly ForeverClean membership fees that automatically renew, and that its early termination fees are illegal under state and federal consumer protection law.

Pennsylvania enforcement action (2024)

In response to numerous consumer complaints, including many from consumers over 60, the Pennsylvania Attorney General filed an enforcement action over the marketing of discounted cleanings requiring membership enrollment. Homeaglow settled for $30,000 and agreed to clearly and conspicuously disclose the membership's material terms and to allow cancellation by the same method used to enroll. TINA.org later notified Pennsylvania that Homeaglow was in violation of the settlement.

BBB investigation and alerts (2024–2025)

The Heart of Texas BBB began investigating Homeaglow in July 2024 due to complaint volume and has issued four alerts covering deceptive advertising of its negative option plan, the Washington government action, and a pattern of complaints concerning billing, refunds, cancellation, service quality and customer service. Follow-up investigations in October 2025 concluded both the advertising concerns and complaint pattern remained, and as of November 2025 the company had stopped responding to BBB.

TINA.org FTC complaint (2025)

In September 2025, Truth in Advertising filed a complaint with the FTC and sent letters to attorneys general in 12 states and the District of Columbia, alleging Homeaglow's autorenewal practices violate the Restore Online Shoppers' Confidence Act (ROSCA), its fabricated reviews violate the FTC's fake reviews rule, and it uses deceptive income claims to recruit cleaners. TINA.org's FOIA request revealed 2,955 FTC complaints against Homeaglow and its related brands as of August 2025.

Washington State consent decree (2026)

On 11 May 2026, Homeaglow entered a consent decree with the State of Washington (State of Washington v. Homeaglow Inc., Case No. 26-2-15488-1, King County Superior Court) resolving allegations under Washington's Consumer Protection Act. Attorney General Nick Brown stated: "It's not a legitimate business practice to deceive people into a membership program they didn't know they were joining and have to pay hundreds of dollars to cancel—it's a scam." Homeaglow must pay $2.25 million, disclose subscription terms including the early termination fee immediately adjacent to the consent mechanism, label its call-to-action button with membership language such as "Purchase and Join," make cancellation at least as easy as enrollment and immediately effective, and stop misrepresenting refundability. All existing Washington members may cancel without the early termination fee. The company is permanently bound; its owners are bound for 10 years.

Products

• Cleaning vouchers — discounted introductory offers (e.g. 2 hours for $9, 3 hours for $19, 4 hours for $39, 6 hours for $79) whose purchase enrolls the buyer in ForeverClean.
• ForeverClean membership — a $49–$59/month recurring subscription with a six-month minimum term that grants only the ability to book cleanings, which are billed separately plus 5–15% transaction fees.

See also

• Subscription trap
• Dark pattern
• Negative option billing