Match Adds Features to Attract More Serious Daters

Dating app Match is beta testing some new features geared towards those interested in more “emotionally mature” relationships, an indication that the longstanding dating platform aims to cater to more serious daters.

According to Tech Crunch, the features are centered around two big frustrations with daters in their thirties who are ready to settle down: how long it takes to find a good match, and how pervasive the problem of ghosting has become. One feature called “Matched By Us” provides recommendations like a matchmaking service based on more in-depth questions the users are prompted to answer. The company is also testing an anti-ghosting feature that pushes users to continue a conversation or unmatch with that person, so that they aren’t left wondering what happened. 

Matched By Us presents one free match every week (available for both subscribers and non-paying members), where the couple can start up a conversation immediately without waiting for mutual likes. The matches are made through an algorithm that examines answers to questions posed to users, like their five-year plans or whether they are open to relocating for a relationship. 

How to use Matched By Us

Image: Match

The company’s research and development team is also beta testing “human curation” of matches – in other words, real-life matchmakers are hand-picking couples for this feature in a small testing capacity. In addition to matchmaking, they also help with conversation starters. Tech Crunch noted that this might pave the way for the app to expand into matchmaking services.

“We’ve been flexing how many experts we need as we’re testing kind of different concepts — everything from coaching to expert picks, where we’re doing human curation,” Dushyant Saraph, Match’s chief product officer told Tech Crunch. “Right now, human curation is one area that we’re really excited about and want to crack, and I think you’ll hear more about that in the coming months.”

The new anti-ghosting feature offers prompts to nudge users when a conversation is about to expire because it’s been dormant. The feature allows users to unmatch, sending a more direct signal that they aren’t interested and providing more clarity to their matches, though the company is taking precautions to ensure this doesn’t lead to safety issues, like harassment against women by rejected men, which has also been a problem. Match is testing timeframes of when to deliver the prompts, typically allowing 3-5 days to lapse before nudging. After that, the conversation disappears.

Match Anti Ghosting Feature

Image: Match

The new features will be rolling out over the next few months, starting in the U.S.