POF (Plenty of Fish)

Image: Tinder

Romance scams have risen sharply in the last two years, so dating company Match Group is launching an awareness campaign across many of its apps to address the issue.

The company announced that its campaign will introduce in-app messages and email notifications, offering users tips on how to protect themselves from online scammers according to Tech Crunch. Tinder and Meetic will offer the tips via in-app messages, outlining behavior that could be red flags. When users come across someone that might be a scammer, the app will offer suggestions like making sure their profile photo is verified or video chatting with them before making plans to meet in person.

Match, Hinge and Plenty of Fish will send message notifications with the same tips but will send emails to users as well.

Dating app conglomerate Match Group reported third quarter earnings that beat analyst expectations, with more of its users paying for subscriptions on dating app Tinder. The company’s stock rose 16 percent in response.

Despite the effects of inflation and a slow first half of the year, along with poor execution of some new features and executive team changes made by new CEO Bernard Kim, Match Group turned things around and impressed investors and analysts with better-than-expected revenue gains. Match Group revenue reached $810 million for the quarter ending September 30th, beating analysts’ estimate of $793 million according to Refinitiv data.

Tinder’s revenue grew 6 percent and its paying users jumped 7 percent according to Reuters. Tinder users account for the vast majority of Match Group’s estimated 100 million active users.

Dating app Plenty of Fish had a brand refresh on Monday, October 17th. The logo has been updated along with the design of their website and apps. The last brand update happened in September of 2019. The new look goes even more modern with less colors and minimalistic styling. Instead of blues and almost a florescent pink of the old look, the makeover contains several shades of pastel pinks along with black and white. The new design also incorporates some animation touches. For example, on the POF homepage the fish drawings actually move around.

It also looks like they have reverted back to calling the service by its full name "Plenty of Fish" again, instead of using the shorter version "POF". This reverses the original name switch which happened back in 2019.

With monthly downloads of the POF app falling since the last refresh, it looks like POF is hoping the new look (which is designed to appeal to younger adults) and a few other new features will hopefully turn things around.

Online dating might be heading towards a sea change as VC firms invested about $31 million in 43 rounds of funding towards new dating apps in 2021. 

According to website Crunchbase which studies technology trends, the majority of companies raised angel, pre-seed and seed rounds, which means venture capitalist firms were interested in early-stage developments. (There were only three who received Series-A funding.)

Crunchbase also noted that every ten years there seems to be a shift in consumer preferences when it comes to dating app technology, and it usually follows the larger social app trends. Ten years ago, Instagram was the hot new app and dating apps like Tinder gamified their platforms to put photos front and center, where users could just look and swipe. 

The infamous “Tinder Swindler” has been banned from several dating apps. Match Group, which owns several popular dating apps including Tinder, Hinge, OkCupid and PlentyofFish, announced that he was no longer welcome on their platforms.

According to Match Group, Shimon Hayut (who also went by Simon Leviev) violated their terms of service, which includes impersonation and asking for money. He created fake profiles on the app using other names in order to keep his con going, according to The Washington Post.

Match Group also said that ahead of the documentary’s release, the company published new guidelines for users to better protect from scammers and exploitation on its apps.

Recipient of Gold
Tinder

Recipient of Silver
POF

Recipient of Bronze
eHarmony

Once again thanks in part to the pandemic online dating users continue to increase in numbers. In the previous year we saw a lot of dating services add in video chatting to help singles meet at least virtual. This year we didn't get nearly as many new features. Instead most online dating companies have seen their services mature to the point of new features not really affecting how many new users join. Instead these companies are now concentrating on markets outside of North America and Europe to increase revenue. China and India with their huge populations are where the money is at. While the profit per user is lower in these countries, the larger market more than makes up for it.

The 2022 Dating Sites Reviews Single's Choice Award poll went online October 1^st, 2021 and closed for voting on December 31^st, 2021. In 3 months, 338 visitors took time and cast their vote in the poll. This is on par when compared to last year but down by over 20% when compared to the last 5. It is much harder for new dating services to make a dent in the market now thanks to the established brands and their recognition. The only time people consider trying a new dating service is when they have already tried the popular brands and are not seeing the results they like.

For 2022, the poll asked the following question: