16.  Founded in Australia in 2016, Afterpay has expanded to become one of the largest  buy now, pay later services in the U.S.   17.  The concept of "buy now, pay later" has existed since the birth of credit cards.  Afterpay has expanded this concept to offer point-of-sale loans for online and in-store purchases  through its mobile app, allowing users to avoid paying in full for products at hundreds of online  and in-person stores by breaking up payments into four installments—allowing users to pay off  a purchase over the next six weeks.    56.  Plaintiff repeats, realleges, and incorporates by reference each of the foregoing  paragraphs of this Complaint as if fully set forth herein.   57.  California Business & Professions Code § 17200 prohibits acts of “unfair  competition,” including any “unlawful, unfair or fraudulent business act or practice.” Afterpay’s  conduct related to its misrepresentations and omissions about the true nature of using its “buy  now, pay later” service violates the statute’s “unfair” and “fraudulent” prongs.   58.  The UCL imposes strict liability. Plaintiff need not prove that Afterpay  intentionally or negligently engaged in unlawful, unfair, or fraudulent business practices—but  only that such practices occurred.    59.  A business act or practice is “unfair” under the UCL if it offends an established  public policy or is immoral, unethical, oppressive, unscrupulous, or substantially injurious to  consumers, and that unfairness is determined by weighing the reasons, justifications, and motives  of the practice against the gravity of the harm to the alleged victims.    60.  A business act or practice is “fraudulent” under the UCL if it is likely to deceive  members of the public.   A.  Overview   Violation of California’s Unfair Competition Law (“UCL”)  Cal. Bus. & Prof. Code § 17200, et seq.  (On Behalf of Plaintiff and the Class)  