Facebook launches Dating feature in the US

Anne Freier

In App Business. September 6, 2019

Facebook is reportedly set to launch its Dating service on Thursday in the U.S. Over the last 12 months, the company has been trialling its dating product across markets including Canada, Colombia, and Thailand.

Singles are able to create separate user profiles in addition to their main Facebook presence where they add interests, groups, and events.

The platform does suggest potential matches, but never friends of users, unless they opt for the ‘Secret Crush’ feature.

Singles may approach up to nine of their friends with the Secret Crush feature and if they reciprocate a match is made.

“If someone’s interested in you, you should know, because that’s what it’s like in real life,” said Charmaine Hung, the product manager of Dating.

There have been rumours that Facebook held off on the U.S. launch because of missing patent approval.

Mandy Ginsberg, the CEO of competitor Match.com said she was surprised at the timing of the launch “given the amount of personal and sensitive data that comes with this territory”. She’s referring to Facebook’s issues with user privacy and previous data breaches of course.