Online Dating

Tinder announced that it will roll out its ID verification system worldwide so users can verify their ages. This follows the app’s photo verification feature to address the issue of eliminating fake profiles propagating the app.

ID verification will be prominently displayed on a user’s profile, similar to the blue checkmark currently used for a verified photo, according to Tech Crunch.

Tinder began beta testing ID verification regionally in 2019 and said it will be rolling it out worldwide over the next few quarters. In most countries the service will be voluntary, at least for now, to address the challenge of underage people using the app. However, in places like Japan where it’s against the law for people under 18 to use dating apps, verifying ages will be mandatory. The feature will be free to use.

Tinder released a new study of dating app users in India, finding that their attitudes and behavior are changing, particularly in the last year as people grappled with dating during a pandemic. The company found that users engaged with each other over the app 32 percent longer compared to this time last year, and nearly half had video chatted with a match.

The company’s Future of Dating report also found that individual engagement on its app had increased – with swipes up 11 percent and matches up 42 percent per user over the same period.

The study points out that many of India’s dating app users are younger and aren’t necessarily looking for anything serious, a shift from the traditional marriage-focused dating culture. In fact, 62 percent of respondents said they wanted to “see where things go” when it comes to meeting new people and weren’t comfortable conforming to society’s expectations of dating. 

Facebook Dating has announced a new audio chat feature along with other offerings related to virtual dating, which has soared in popularity since the pandemic began.

According to The Verge, “Audio Dates” allows users start an audio-only conversation after they match. If one user reaches out, the other receives an invitation, and if they accept, they can start chatting.

In addition to Audio Dates, Facebook is launching a feature called Match Anywhere, where a user can add up to two additional locations where they want to look for matches besides where they live. This is similar to Tinder’s Passport which became hugely popular in the wake of the pandemic, especially as people began to move away from the cities where their jobs were located and work virtually. Dating someone who lives in another city, or even another country, no longer seems like a barrier as so many embraced the freedom that comes with remote working. It opened up a lot more opportunities that are still appealing to singles.

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. 

OkCupid has debuted a new global ad campaign “Out of Home” (or OOH) to celebrate people meeting in person again - but with a focus on inclusivity.

The creative was developed by Italian artists Maurizio Cattelon and Pierpaolo Ferrari in partnership with creative agency Mekanism, and features colorful depictions of OkCupid daters in celebration of their individuality. Website The Drum also noted that the new campaign is also a nod to the diverse user base on the platform. 

One ad reads “tree hugger” and features a tree growing out of a dater’s boxer shorts, watered by someone off-camera with a watering can. “Every single vaxxer” features a couple kissing, their tongues becoming one. And another reads “every single cuddler” with a couple embracing with multiple arms. Each of the ads has bold coloring and a rich array of ethnicities, genders, and sexual preferences. 

Dating app users flocked to dating apps during the month of July, setting a new record for activity and engagement, according to a recent study from Apptopia.

The app research firm has been collecting data since 2015 and found that active daily users on the most popular dating apps – including Tinder and Bumble – jumped to almost 15 million in July, an all-time high, as reported by Bloomberg. 

This follows news from media outlets anticipating a “hot vax summer,” where singles were getting ready to meet dates in person again after a series of lockdowns due to the Covid-19 pandemic. With the distribution of vaccines on the rise, especially in the U.S., U.K. and Australia, dating app users were getting vaccinated and flocking to apps to connect and schedule dates.