Homeaglow is a real company, but many of its practices—such as hidden subscription pricing, misleading checkout flows, dark patterns, and inconsistent service quality—fit the pattern of a 'scam of plausible deniability.' Customers frequently report being charged unexpectedly or misled into long-term commitments.

Why does Homeaglow have so many complaints?

Common complaints include hidden fees, unexpected monthly charges, confusing cancellation processes, poor customer support, and declining cleaning quality over time. Many customers say they did not realize they were signing up for a subscription.

Is Homeaglow the same as Dazzling Cleaning Services?

Yes. Homeaglow previously operated under the name Dazzling Cleaning Services. Both names share similar patterns of complaints and extremely low ratings on independent review platforms.

Why do Homeaglow and Dazzling Cleaning Services have low ratings?

Both brands hold very low ratings on Trustpilot—around 1.3 stars—due to consistent issues such as deceptive pricing, auto-renewed subscriptions, difficulty canceling, and poor-quality cleaning services.

Does Homeaglow use fake reviews?

Homeaglow claims to have over 600,000 positive reviews on its own website, yet independent platforms like Trustpilot show overwhelmingly negative feedback. This discrepancy suggests that the company's on-site reviews may be curated, manipulated, or fabricated.

Why is cancellation with Homeaglow so difficult?

Homeaglow's cancellation process uses dark patterns—such as hidden contact forms, unclear instructions, and delayed responses—that make ending a subscription unnecessarily difficult. Customers also report unexpected cancellation fees.

What is the Homeaglow subscription trap?

Homeaglow often advertises low prices for a single cleaning, but the checkout process funnels customers into long-term subscription plans. Many users do not realize they are being enrolled in recurring monthly payments until they see the charges.

Why does cleaning quality decline over time?

Many customers describe a bait-and-switch pattern: an excellent first cleaning followed by lower-quality cleaners in later sessions. Reviews suggest that Homeaglow algorithmically rotates cleaners, leading to inconsistent quality.

Are there any lawsuits against Homeaglow?

Yes. Homeaglow and its predecessor have been named in multiple class-action lawsuits across various states for misleading customers, deceptive subscription practices, and unfair billing.

Should I use Homeaglow?

Based on recurring complaints, subscription traps, fake-review concerns, and declining service quality, it is safer for most consumers to avoid Homeaglow altogether.

Homeaglow Review: Is Homeaglow (Formerly Dazzling Cleaning Services) a Scam?

Daniel Fayoyin
Nov 25
5 min read

Header image illustrating the Homeaglow scam review, showing search results, complaint icons, hidden fees symbols, and the question ‘Is Homeaglow a Scam?’ to represent misleading pricing, fake reviews, and customer complaints.

Homeaglow, formerly known as Dazzling Cleaning Services, is an online marketplace that connects customers with independent cleaners. In recent years, the company has been the subject of thousands of complaints, lawsuits, and online discussions questioning whether Homeaglow is a scam or simply a poorly structured cleaning platform. While the company is legally registered and actively operating, many of its practices raise serious red flags—especially around pricing transparency, subscription traps, fake reviews, and bait-and-switch cleaning quality.

In this review, we break down how Homeaglow works, why so many customers feel misled, and how the company’s business model fits the pattern of what we call a “scam of plausible deniability.” By the end, you’ll have a clear understanding of whether Homeaglow is worth your money—and why most users should avoid it.

What Is Homeaglow?

There has been a lot of online speculation about Homeaglow and whether it is a scam. And if you’ve read our last article on scams of plausible deniability, you already know: sometimes it doesn’t matter whether a company is technically a scam. What matters is whether the business model is structured against the customer’s best interests.

Homeaglow fits that pattern.Let’s break it down.

Homeaglow is an online marketplace for cleaning services. The platform allows users to:

browse available cleaners
read reviews
evaluate cleaner profiles
and book cleaning sessions

Like Uber, Homeaglow classifies its cleaners as independent contractors. On the surface, the idea seems simple: a cleaning marketplace that matches customers and cleaners.

Homeaglow states on its website that it serves “50+ major U.S. cities” and advertises widespread availability. However, these service coverage numbers are self-reported and have not been independently verified by any third-party industry source.

But the issues start emerging once we look at how the company operates. Homeaglow’s biggest problems fall into three categories:

Lack of transparency
Fake or misleading reviews
Bait-and-switch cleaning quality

Let’s look at each.

1. Lack of Transparency

Many customers report that Homeaglow uses a complicated and unclear pricing system. The main complaint is that customers don’t realize the low prices displayed at checkout come with a long-term subscription commitment.

Users also describe several dark patterns:

According to hundreds of reports on the Better Business Bureau (BBB), many customers say they were charged between $49 and $129 per month without realizing they had enrolled in a recurring subscription. BBB lists over 1,200 customer complaints related to billing disputes, cancellation issues, and hidden fees.

Hard to cancel

Homeaglow makes it difficult to speak to a human, and the cancellation path is intentionally obstructive.

Hefty cancellation fees

If you cancel early—even if you intended to book only one cleaning—you may be charged substantial additional fees.

Auto-renewal traps

If you don’t cancel in time, Homeaglow will automatically renew your subscription.

Personal test of Homeaglow’s checkout

To verify the complaints, the writer of this blog tested Homeaglow’s checkout process. The company claims that one-time bookings are possible. However, after multiple attempts, the system repeatedly redirected to the long-term plan and made one-time checkout impossible.

This aligns with the many class-action lawsuits filed against Homeaglow for misleading customers about pricing and subscriptions.

Homeaglow and its predecessor, Dazzling Cleaning Services, have been named in multiple class-action lawsuits across the country, primarily alleging deceptive business practices, misleading subscription terms, and unfair billing.

This infographic summarizes the main issues described above.

Infographic explaining Homeaglow scam complaints, including the Homeaglow subscription trap, hidden fees, misleading pricing, long-term commitments, fake Homeaglow reviews, difficulty canceling, automatic subscription charges, dark patterns, and declining cleaning quality reported by customers

2. Fake or Misleading Reviews

Homeaglow was founded in 2015, but prior to that, it operated under the name Dazzling Cleaning Services.Both names have extremely low ratings:

Dazzling Cleaning Services → 1.3 stars on Trustpilot
Homeaglow → 1.3 stars on Trustpilot

However, on Homeaglow’s own website, they claim to have 600,000+ reviews, most of which are 4 or 5 stars.

This discrepancy raises serious red flags.

As of early 2025, Trustpilot shows over 2,500 reviews for Homeaglow and Dazzling Cleaning combined, the vast majority of which are 1-star complaints describing billing traps, surprise charges, and difficulty canceling. Despite this, Homeaglow prominently advertises “600,000+ 5-star reviews” on its own website—an extraordinary mismatch that strongly suggests review manipulation or selective display.

It strongly suggests that the reviews displayed on the company’s website are either cherry-picked, manipulated, or outright fabricated.

The fact that the company rebranded from Dazzling Cleaning Services, yet did not fix the underlying issues, indicates a structural problem rather than an unfortunate phase. The business model itself appears to incentivize these tactics.

3. Playing the Bait and Switch

Beyond misleading reviews, many customers report that the cleaning service itself is inconsistent or poor in quality. This is textbook bait-and-switch.

Here’s how the pattern typically works:

Initial session: you receive a highly competent cleaner
Subsequent sessions: the quality declines noticeably
Later sessions: you are matched with less qualified cleaners, sometimes rushed into the selection algorithmically

Across Reddit and Trustpilot reviews, many customers describe a clear pattern: the first cleaning session is strong, but later cleanings are handled by different cleaners with noticeably lower quality. This decline is mentioned frequently enough to suggest a systematic bait-and-switch approach.

Because cleaning assignments are algorithmically controlled, this type of quality downgrade can be executed systematically and at scale.

This practice is common among companies where customer retention is less profitable than aggressive customer acquisition.

Final Verdict: Is Homeaglow a Scam?

Homeaglow is, technically, a real company with real employees. But the structure of the business — not its legality — is the problem.

Confusing pricing
Subscription traps
Hard-to-cancel plans
Fake or misleading reviews
Bait-and-switch cleaning quality
No BBB accreditation

Everything points toward a company that does not operate with the customer’s best interests in mind.

Homeaglow currently holds a 1.3 out of 5 rating on Trustpilot and no accreditation from the BBB. Across all platforms, the company consistently ranks in the bottom tier of cleaning service marketplaces.

For peace of mind, we recommend avoiding Homeaglow altogether.

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Summary

Homeaglow, previously known as Dazzling Cleaning Services, presents itself as a simple cleaning marketplace—but customer experience across BBB, Trustpilot, Reddit, and class-action lawsuits tells a very different story. While the company is legally registered and operational, its business model relies heavily on misleading pricing, dark-pattern subscription traps, and inflated or fabricated reviews. Customers frequently report being funneled into long-term plans they didn’t intend to sign up for, charged unexpected fees, and denied clear paths to cancellation. Service quality often declines over time, suggesting a systematic bait-and-switch rather than a genuine cleaning marketplace.

Based on recurring complaint patterns and structural issues with transparency, Homeaglow fits the profile of a scam of plausible deniability — a model that appears legitimate on the surface but consistently harms consumers through design.

Key Takeaways

Homeaglow’s low advertised prices are tied to long-term subscriptions, which many customers are unaware of at checkout.
The platform uses dark patterns that make cancellation confusing, delayed, or unexpectedly expensive.
Review discrepancies are massive: Trustpilot ratings are extremely low, while the company claims hundreds of thousands of 4–5 star reviews on its own site.
Homeaglow and its predecessor, Dazzling Cleaning Services, have been named in multiple class-action lawsuits for deceptive business practices.
Numerous reviews describe a bait-and-switch pattern where an excellent first cleaning is followed by lower-quality cleaners in later sessions.
Homeaglow has no BBB accreditation and consistently ranks in the lowest tier of cleaning marketplaces.
Though not an outright illegal scam, the structure and incentives of the business work against the customer—making it a service best avoided.