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CEO of POF, Malgosia Green

Image: POF

Plenty of Fish (POF) has had a reputation as a hookup app among dating app users, but under the direction of CEO Malgosia Green the last two years, the company is pivoting to create a more engaging and authentic experience for users.

In a recent interview with Green posted on the company’s blog, she discusses her primary goal to create a more authentic online dating experience at POF. The company’s research found that 84% of singles said they wanted more authenticity in dating and think all face filters should be banned. As a result, POF was the first to implement a face filter ban and committed to auditing 70 million images and removing face-filtered images. 

Coronavirus has taken over newsfeeds and has affected all of us, no matter where we live. Now, it seems to be changing how dating apps operate, too.

Dating.com recently reported an 82 percent increase in dating app usage around the world since the beginning of March, when countries began putting restrictions in place. And as Forbes points out - dating apps are moving fast to offer new ways of virtual connection to attract more users and to keep them engaged, now that they have your attention.

Conversations over dating apps have increased. Tinder reports a 20 percent increase in daily messages worldwide. Since March 12th, Bumble has reported a 21 percent increase in both messages sent as well as usage of its new Voice Call and Video Chat features, according to Daily News. New York City – where the current epicenter of the coronavirus outbreak is - had a 23 percent increase in sent messages. And Bumble Bizz reported an even higher spike in activity – a 57% increase in usage over the last few weeks – because people are thinking about their careers and livelihoods as well as dating.

Dating app Tinder raised the alarm for users of its popular dating app as reports of coronavirus spread across the U.S., with confirmed cases in most states.

Tinder has created ads that appear as users swipe through its app, providing links to the World Health Organization’s website with recommendations for preventing the spread of the virus, according to The Hill.

The ad states: "Your wellbeing is our #1 priority…Tinder is a great place to meet new people. While we want you to continue to have fun, protecting yourself from the coronavirus is more important.”

Match Group announced its investment in and partnership with safety platform Noonlight to roll out a series of safety tools across its apps, including a “panic” button for emergencies.

According to Tech Crunch, the new feature will allow users to discreetly summon emergency services through the app if they are feeling uneasy or need assistance while on a date. The user can input information about their dates, including when and where they are going and with whom. They can then share their location so the app tracks them during the date, and hit a panic button if they feel unsafe. The panic button connects the user with Noonlight’s dispatchers, and if needed, Noonlight will alert emergency responders to their location. 

Dating app Hinge is looking to capitalize on the popularity of its new mascot Hingie. The company just launched an online store selling Hingie-related products, according to AdWeek.

Hinge launched a new marketing campaign in 2019 saying that the dating app was “designed to be deleted” to promote its focus on long-term relationships. The company created TV and web spots featuring a cuddly-looking square named Hingie that proceeds towards its own demise as a couple who meet over Hinge get closer, until they finally delete the app – and Hingie along with it.

Tinder CEO Elie Seidman

Tinder CEO Elie Seidman has promised to redouble the company’s efforts to make its dating service a safe and welcoming platform for everyone. In a blog post, Seidman acknowledged that transgender users have faced harrassment and discrimination on the app, and that there is important work to be done before Tinder is “a place where people everywhere can be who they are and love who they love.”

Tinder has taken notable steps towards this goal in recent years. The company partnered with GLAAD in June 2019 to introduce the Orientation feature, which allows users to choose up to three labels that describe their sexual orientation to improve matching based on identity and sexual preferences. Tinder previously partnered with GLAAD in 2016 to launch the More Genders feature, which expanded the options users have to describe their gender identity. But trans users say these updates do not go far enough.