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Tinder to Launch new Desktop Platform Tinder Online

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The company that popularized mobile dating has now announced the launch of a new desktop platform for its service, dubbed Tinder Online.

Tinder Online takes an old-school approach to online dating with its latest offering, a web-optimized version of its app that is more reminiscent of its predecessor's desktop applications, a la Match and eHarmony. Tinder’s new platform requires the same login process of signing up with your Facebook account, but currently it is only offering the free basic service. Tinder Online doesn’t include certain revenue features like “Super like” and “Tinder Boost,” so it’s not yet clear how Tinder will try and monetize the new platform.

According to Tinder’s blog, the move was aimed at serving users who were struggling with the app’s storage and WiFi capabilities:

“Let’s face it: not all places on earth have 4G. Some people can’t get bundled services, while others don’t have enough memory to support Tinder on their mobile phones. For all those who’ve ever been stuck in a lecture hall or had to endure an eight-hour workday without access to Tinder—this is for you.”

While many people may not like the idea of “swiping” on their monitors at work, the expanded options of accessing Tinder from platforms other than a phone is freeing. Users will have the option of logging in to Tinder from anywhere and from any device that has an Internet connection, without having to download software.

It’s no secret that this is part of the effort for Tinder to further expand its global reach. Tinder currently serves users in 196 different countries, so executives are trying to appeal to a broader market where phone service might not be as reliable.

Tinder Online works similarly to the app in that you can login with your Facebook account, choose photos, write your bio and start swiping. Your match’s profile is also displayed on screen while you message.

Brian Norgard, Head of Product at Tinder, told Tech Crunch that there was a learning curve in designing a service for the desktop, which requires a different look and functionality than a mobile phone. “It was a challenge because when you start your birth as a mobile company, building for the web feels like you’re going backwards. There is a different skill set from a design perspective and a user behavior perspective. What makes Tinder great on your phone might not make it great on the desktop, and vice versa.”

Tinder Online is currently being tested in a number of countries including Argentina, Brazil, Colombia, Indonesia, Italy, Mexico, Philippines, and Sweden.