Facebook Swipes Right on Features; Rivals Match and Snap Drop

Facebook is taking on Tinder and the internet is saying 'swipe left.'

The world's top social networking service company made the announcement at a developer conference in San Jose, California on Tuesday.

For Facebook, a dating service makes sense.

According to Zuckerberg the dating feature will not suggests users' friends to date, which is what other dating apps dependent on Facebook data do, for instance Tinder.

The feature will let users build separate profiles only for dating purposes, he added, using just their first names. Users who choose to participate will click on a heart icon on their profiles, where they'll be prompted to set up dating profiles, choose nearby events to go to, see the profiles of other singles who are also attending and start communicating with those people. Of course, Zuckerburg assured those assembled (sorry, I'm still basking in the glow of Avengers: Infiniti War) that it's been "designed. with privacy and safety in mind from the beginning".

"There's no guarantee that we get this right, this is hard stuff", said Zuckerberg earlier last week at his company's software developer conference, where he announced that Facebook would soon be launching the dating service.

That criticism intensified last month after revelations that Cambridge Analytica, a political consulting firm that had worked on Donald Trump's campaign, improperly harvested and used the Facebook data of as many as 87 million users.

Over the years, there have been reports of people creating fake profiles on Facebook and later using them to scam those looking for "hookups" and "meaningful relationships". And what better way to get back to its original objective of "connecting the world" than by launching a dating service? Now most dating apps generate revenue by charging their users for premium services. Irrespective of its timing, Match Group believes "Facebook's entry will only be invigorating" to the digital dating industry as a whole, Ms. Ginsberg said. The firm's flagship product - Tinder - grew USA subscriptions by 23-percent across all platforms over the final quarter of 2017, with the service performing well across all platforms, meaning a purely app-based challenge from Facebook is likely to be "very difficult" to mount, SimilarWeb says. The Facebook mock-up on display this week may have looked similar, dominated by photos users can swipe through, but Zuckerberg's site has an vast, built-in advantage when it comes to the dating game that no other site can match: data.

The company says the feature will begin testing later this year and there will be more information on the details as we get closer. The company's share value has been steadily rising through April after plunging in March over public outcry at how the service handles - or mishandles - user data. With a dating service, Facebook will know who you're seeing, how often you date, and the type of people you're most interested in.

The announcement turned out to be a real hit, and a major blow to other dating sites as their shares plummeted yesterday.

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