Beautiful Virgin Islands

Sunday, Jul 20, 2025

Will Facebook Dating swipe online lovebirds out of digital nest?

Will Facebook Dating swipe online lovebirds out of digital nest?

All's fair in electronic love and dating - or is it? The battle for hearts and minds of couples seeking their perfect match online has taken a new turn.
If you're a flirty mobile warrior Tindering on the brink or Bumbling from one swipe to the next be aware there's another game in town as Facebook muscles in to place its own tanks on the lawn.

As online dating becomes the virtual norm -- some experts suggest half of British couples will meet that way come the end of the decade -- Facebook's gradual arrival on the dating scene -- launched progressively in the Americas and Southeast Asia -- looks set to shake up the market.

Facebook founder Mark Zuckerberg said last month he saw the company as moving towards the forefront of online dating having promised at the outset a service "for building real long-term relationships -- not just hook-ups."

But rivals are not quaking in their boots just yet, despite the size of the social media giant's global footprint with more than two billion monthly active users some of whose data it now could leverage for romantic purposes.

"Facebook (Dating) has been going in certain countries for more than a year now and, for the moment, we've seen nothing change in terms of market share," said Didier Rappaport, founder and managing director of popular French dating app Happn -- motto, 'crushes don't fall from the sky'.

Contacted by AFP, Facebook was not able to say exactly when it would launch its dating variant in Europe. Early 2020 had been the mooted target but on the eve of Valentine's Day, this Friday, its rivals were still waiting with bated breath to see what effect such a storied -- and free -- competitor may have.

"From social networks to dating sites is just a step which does not require enormous technological investment," observed Julien Pillot, a researcher and lecturer at leading French business school Inseec.

Pillot said Facebook has "copied everything which worked well on other applications and added two or three functionalities. What interests them is getting users to link in the sharing of private content."

Rappaport said a fundamental issue is whether social networks are a good fit for dating.

"Are social networks and meeting up a match? In my view, no, as what marks out a social network is the sharing of information -- whereas dating moves into the intimate sphere," he said.

A December opinion poll of 21,000 Americans by Piplsay showed only 23 percent of responders would happily let Facebook securely store their personal data on its dating platform.

Clementine Lalande, co-founder of French dating app Once, which only allows a user to select one profile a day, notes that "the big problem with generalist applications is you end up with a mass of users who don't share the same interest communities."

- Tinder sure of its charms -

If Facebook's challengers are not yet professing too much concern at the Californian colossus's arrival that is because they are too busy being wary of Match Group, the US internet firm which has split off from parent and controlling shareholder IAC and which owns dating brands such as Hinge, OKCupid, Match.com, Meetic and, not least, Tinder.

Tinder ranked top for user monetisation in a study across a range of non-game apps last year by specialist data provider AppAnnie, raking in $1.2 billion across the year in a global marked valued at some $2.2 billion.

Jean-Baptiste Bourgeois and Kevin Pasquier, strategic planners with We Are Social digital agency, told AFP that "Tinder has redefined the whole user dating path."

In its basic form, "it is a fairly cunning mechanism which after several swipes limits the user, frustrates him and generates fear of missing a rare pearl" who might be out there.

A way of capturing that pearl or at least reduce one's chances of missing out is to take out a subscription offering wider functionality.

The model has found favour with most rivals as they seek to portray themselves as being above the superficiality of simply chasing an image.

Match Group head Amanda W. Ginsberg says her firm "will not underestimate" Facebook's potential to corner the market, not least given the numbers already on its platform and ease of access.

"But for now we don't see any consequence for any of our brands."

A Tinder spokesman told AFP meanwhile it sees its rivals as general apps popular with young web surfers such as Tik Tok, Snapchat, Netflix and YouTube rather than dedicated dating apps.
Newsletter

Related Articles

Beautiful Virgin Islands
0:00
0:00
Close
NVIDIA Achieves $4 Trillion Valuation Amid AI Demand
US Revokes Visas of Brazilian Corrupted Judges Amid Fake Bolsonaro Investigation
U.S. Congress Approves Rescissions Act Cutting Federal Funding for NPR and PBS
North Korea Restricts Foreign Tourist Access to New Seaside Resort
Brazil's Supreme Court Imposes Radical Restrictions on Former President Bolsonaro
Centrist Criticism of von der Leyen Resurfaces as she Survives EU Confidence Vote
Judge Criticizes DOJ Over Secrecy in Dropping Charges Against Gang Leader
Apple Closes $16.5 Billion Tax Dispute With Ireland
Von der Leyen Faces Setback Over €2 Trillion EU Budget Proposal
UK and Germany Collaborate on Global Military Equipment Sales
Trump Plans Over 10% Tariffs on African and Caribbean Nations
Flying Taxi CEO Reclaims Billionaire Status After Stock Surge
Epstein Files Deepen Republican Party Divide
Zuckerberg Faces $8 Billion Privacy Lawsuit From Meta Shareholders
FIFA Pressured to Rethink World Cup Calendar Due to Climate Change
SpaceX Nears $400 Billion Valuation With New Share Sale
Microsoft, US Lab to Use AI for Faster Nuclear Plant Licensing
Trump Walks Back Talk of Firing Fed Chair Jerome Powell
Zelensky Reshuffles Cabinet to Win Support at Home and in Washington
"Can You Hit Moscow?" Trump Asked Zelensky To Make Putin "Feel The Pain"
Irish Tech Worker Detained 100 days by US Authorities for Overstaying Visa
Dimon Warns on Fed Independence as Trump Administration Eyes Powell’s Succession
Church of England Removes 1991 Sexuality Guidelines from Clergy Selection
Superman Franchise Achieves Success with Latest Release
Hungary's Viktor Orban Rejects Agreements on Illegal Migration
Jeff Bezos Considers Purchasing Condé Nast as a Wedding Gift
Ghislaine Maxwell Says She’s Ready to Testify Before Congress on Epstein’s Criminal Empire
Bal des Pompiers: A Celebration of Community and Firefighter Culture in France
FBI Chief Kash Patel Denies Resignation Speculations Amid Epstein List Controversy
Air India Pilot’s Mental Health Records Under Scrutiny
Google Secures Windsurf AI Coding Team in $2.4 Billion Licence Deal
Jamie Dimon Warns Europe Is Losing Global Competitiveness and Flags Market Complacency
South African Police Minister Suspended Amid Organised Crime Allegations
Nvidia CEO Claims Chinese Military Reluctance to Use US AI Technology
Hong Kong Advances Digital Asset Strategy to Address Economic Challenges
Australia Rules Out Pre‑commitment of Troops, Reinforces Defence Posture Amid US‑China Tensions
Martha Wells Says Humanity Still Far from True Artificial Intelligence
Nvidia Becomes World’s First Four‑Trillion‑Dollar Company Amid AI Boom
U.S. Resumes Deportations to Third Countries After Supreme Court Ruling
Excavation Begins at Site of Mass Grave for Children at Former Irish Institution
Iranian President Reportedly Injured During Israeli Strike on Secret Facility
EU Delays Retaliatory Tariffs Amid New U.S. Threats on Imports
Trump Defends Attorney General Pam Bondi Amid Epstein Memo Backlash
Renault Shares Drop as CEO Luca de Meo Announces Departure Amid Reports of Move to Kering
Senior Aides for King Charles and Prince Harry Hold Secret Peace Summit
Anti‑Semitism ‘Normalised’ in Middle‑Class Britain, Says Commission Co‑Chair
King Charles Meets David Beckham at Chelsea Flower Show
If the Department is Really About Justice: Ghislaine Maxwell Should Be Freed Now
NYC Candidate Zohran Mamdani’s ‘Antifada’ Remarks Spark National Debate on Political Language and Economic Policy
President Trump Visits Flood-Ravaged Texas, Praises Community Strength and First Responders
×