Music dating attracts $15M | Apps hide photos for 72 hours | Dating scam costs retiree her home

Table of Contents

1. Growth of Culturally-Specific Dating Platforms
2. Interest-Based Matching as Competitive Advantage
3. Overcoming Superficial Swiping with Value-Centered Features
4. Technology Integration: AI, Gamification and Real-Time Matching
5. Safety Implementation Becoming Industry Standard
6. Engagement Metrics: Converting Matches to Meetings
7. Investment Landscape and Revenue-Share Partnerships

Over the past two weeks, the online dating industry has demonstrated several significant news stories and initiatives. These reflect key trends shaping the market: from the emergence of niche services for specific cultural or interest-based demands to the implementation of new technologies (such as AI) and enhanced security measures. In an environment where major players continue to dominate the information space (Which Dating Apps Got the Most Press Coverage in 2024?), owners of dating platforms and matchmaking agencies need to catch fresh opportunities for growth and innovation. Below is a business overview of recent trends, supported by examples from recent publications, with an emphasis on real development paths and changes in user behavior.

One notable trend is the flourishing of niche dating apps focused on specific communities or cultural values. A striking example is the Muslim app Muzz, which combines the swipe format while adhering to Islamic norms. It includes profiles indicating degrees of religiosity, women can hide photos until matching, and registration includes questions about readiness for prompt marriage (Swiping right, the ‘Halal’ way: This dating app for Muslims is aiming to change the way you look at relationships). This approach filters out less serious individuals and creates a more comfortable environment for those seeking partners specifically within their faith. Users note that communication on Muzz occurs in a more respectful, “halal” manner (no obscenity), and many join the platform with serious intentions (Swiping right, the ‘Halal’ way: This dating app for Muslims is aiming to change the way you look at relationships). Although the audience for such services is relatively limited, interaction quality is often higher: fewer fake accounts and a more conscious approach to dating (Swiping right, the ‘Halal’ way: This dating app for Muslims is aiming to change the way you look at relationships). Muzz has already helped facilitate over 500,000 marriages worldwide and forms approximately 500 new couples daily in India, despite the fact that the niche format limits the absolute number of users (Swiping right, the ‘Halal’ way: This dating app for Muslims is aiming to change the way you look at relationships) (Swiping right, the ‘Halal’ way: This dating app for Muslims is aiming to change the way you look at relationships). This case demonstrates that satisfying specific cultural requirements can become a source of growth: niche dating platforms attract loyal users who are not satisfied with universal services like Tinder or Bumble.

Another format of niche dating is applications that unite people based on interests. For example, the Turkish startup Makromusic is betting on musical preferences: it instantly connects users with similar tastes and simultaneously serves as a platform for promoting artists on Spotify (Turkey’s Makromusic Closes $15M in Seed Funding). This service, at the intersection of music and dating, has reached 8 million downloads in the local market and attracted $15 million in investment for global expansion (with special emphasis on entering the US market) (Turkey’s Makromusic Closes $15M in Seed Funding) (Turkey’s Makromusic Closes $15M in Seed Funding). Venture investors’ interest in such narrowly focused applications shows the demand for ideas that go beyond traditional “photo+bio” platforms. Music, sports, hobbies – all these are becoming the basis for creating specialized dating services where people’s common passion immediately sets a topic for communication and increases the chances of “chemistry.”

Continuing the theme of personalization, the trend toward matching by interests and values is noticeably strengthening. The new app Duet, rapidly gaining popularity thanks to TikTok, clearly illustrates this approach. Its motto is “dating those with whom you resonate,” and in practice, the service matches couples based on similar interests, tastes, and views (The Duet Dating App Is All Over TikTok: Here’s What You Need To Know) (The Duet Dating App Is All Over TikTok: Here’s What You Need To Know). Duet users create profiles using a set of tags – from favorite pets and dishes to music artists – and the app’s algorithms suggest candidates with maximally similar tags. This essentially forms a kind of “For You Page” for dating, where irrelevant or unsuitable candidates are filtered out (The Duet Dating App Is All Over TikTok: Here’s What You Need To Know). Additionally, Duet has implemented complete AI verification – each new user must undergo facial scanning, ensuring 100% identity confirmation and eliminating fake accounts (The Duet Dating App Is All Over TikTok: Here’s What You Need To Know). This measure not only increases trust but also addresses the growing demand for security (more on this below). As a result of the combined emphasis on common interests and trust, the Duet community is growing virally – thousands of young people are discussing it on social media, sharing success stories and noting how Duet differs from conventional apps. Notably, Duet also implements a “blind” dating function called Duet Clic: couples can connect exclusively based on compatibility of interests and even zodiac signs, without seeing each other’s photos (The Duet Dating App Is All Over TikTok: Here’s What You Need To Know). This is a kind of compromise between the desire to find someone “spiritually compatible” and overcoming habitual visual bias.

It’s important to note that focusing on interests and values also works as a retention strategy. Applications where people have something to discuss besides banal greetings yield higher engagement levels. For dating platform owners, this is a signal: rich profiles and smart matching (whether through tags, questionnaires, or even game tests) can become distinctive features that attract an audience tired of faceless swipes. Interestingly, according to recent analysis, profiles mentioning specific hobbies are considered more attractive – for example, it was previously noted that activities like yoga or surfing add popularity on dating sites (On Online Dating Sites, Hot Men Say ‘Women’ but Hot … – The Atlantic) (Experiencing the Thrill of Dating a Surfer Boy – TikTok). In the new generation of services, this has been systematically leveraged, building the entire algorithm around users’ interests.

In parallel, the industry is trying to solve the problem of an excessively superficial approach to dating in classic applications. A study published in late March clearly confirmed what has long been suspected: physical appearance in online dating currently means far more than everything else (Physical attractiveness far outweighs other traits in online dating success). In an experiment with 5,000 swipes, researchers found that increasing profile attractiveness by just one standard point increases the chance of selection by 20%, while a similar improvement in intellectual qualities gives only ~2% increased chances (Physical attractiveness far outweighs other traits in online dating success). Traits like high IQ, prestigious job, or even height statistically affect the likelihood of a like seven to twenty times less than favorable appearance (Physical attractiveness far outweighs other traits in online dating success). And both men and women, as it turned out, are practically equally guided by photos, despite the common stereotype about different priorities between genders (Physical attractiveness far outweighs other traits in online dating success). This “dictatorship of appearance” in dating leads to several negative effects: many users feel like products on display, interesting people remain unnoticed due to non-ideal avatars, and the services themselves are filled with passive likes without further development of communication.

Unsurprisingly, new projects offer ways to move away from the culture of endless swiping toward more meaningful dating. The aforementioned blind matching function in Duet is one such step. Another bright innovation is the Tribal application, launched by psychologist Rachel Harker. It radically changes the first phase of communication: new contacts’ photographs remain blurred for 72 hours after matching (New Dating App ‘Tribal’ Blurs Profile Photos for 72 Hours | 107.5 Kool FM). The goal is to make people communicate and get to know each other without appearance bias (New Dating App ‘Tribal’ Blurs Profile Photos for 72 Hours | 107.5 Kool FM). During this time, the service provides other points for connection: a detailed questionnaire (44 questions about values for finding a couple or 33 for friendship), “Tribal Map” – a visual map of value compatibility built using AI – and even the ability to exchange voice messages before showing photos (New Dating App ‘Tribal’ Blurs Profile Photos for 72 Hours | 107.5 Kool FM). Thus, during the first three days, potential partners form a connection based on personality, worldview, and communication style, not just appearance. Tribal’s founder openly criticizes the current market situation, calling typical dating apps “superficial and unethical” – referring to hidden algorithms that encourage endless scrolling and paid subscriptions, and the illusion that the perfect option is always just around the next swipe (New Dating App ‘Tribal’ Blurs Profile Photos for 72 Hours | 107.5 Kool FM). In her opinion, such mechanics have taught users to see each other as expendable material (New Dating App ‘Tribal’ Blurs Profile Photos for 72 Hours | 107.5 Kool FM). Tribal is trying to change this paradigm. Of course, the question remains whether interest will disappear after the blurring is removed – the service itself acknowledges that only time will tell if this becomes a “love revolution or just another trend” (New Dating App ‘Tribal’ Blurs Profile Photos for 72 Hours | 107.5 Kool FM). Nevertheless, interest in the application is high: Australian media write about it as a way to find a “soulmate without photos” (This new dating app promises to find your soulmate – Body+Soul), and the format resonates with the general movement toward more ethical, conscious dating.

Even major players are beginning to experiment in this direction. For example, earlier this year, Tinder launched a “Swipe Zero” mode (conditional name) in some regions, where users are periodically shown profiles without photos and asked to make decisions based on descriptions. Although such features are still experimental, their emergence indicates: the request for deeper connections and reduced focus on appearance is real. Platform owners should consider this trend. Growth opportunities here are obvious: a service that helps people express individuality and establish emotional contact can stand out favorably against the backdrop of classic catalogs of “faces and profiles.” Implementing expanded profiles, value sections, voice presentations, or delayed photo display – all these potentially can improve match quality and user satisfaction.

Technological innovations continue to change the online dating format. On one hand, game mechanics and AI are being implemented; on the other, the emphasis is on accelerating the transition from online matching to real-life meetings.

The main news of recent days is Tinder’s collaboration with OpenAI, resulting in the launch of an interactive AI mode called “The Game Game.” On April 1, Tinder introduced this feature (despite the date, the launch is not a joke – the service is actually available in the application) (The Problem Isn’t Tinder’s New AI but the Dating Apps Themselves). Users are offered the chance to train their charm on virtual characters: AI generates a hypothetical “dating scene” with an attractive avatar and evaluates your flirting attempts, encouraging curiosity and the ability to listen (The Problem Isn’t Tinder’s New AI but the Dating Apps Themselves) (The Problem Isn’t Tinder’s New AI but the Dating Apps Themselves). Essentially, it’s a “pick-up” simulator in a safe environment – training before entering the real world of dating. Tinder positions the game as a way to relieve nervousness and hone communication skills. Technologically, it’s impressive that OpenAI’s voice model is used, capable of supporting dialogue almost without delay, responding to user remarks in the character’s voice (The Problem Isn’t Tinder’s New AI but the Dating Apps Themselves). However, the expert community’s reaction to the innovation is mixed. Reviewers note that such AI virtuality does not solve the basic problems of dating. For example, Gizmodo writes that while “The Game Game” is fun to indulge one’s “rizz” (ability to charm), it inadvertently reminds us what modern dating apps deprive us of – namely, live human interaction (The Problem Isn’t Tinder’s New AI but the Dating Apps Themselves) (The Problem Isn’t Tinder’s New AI but the Dating Apps Themselves). In essence, Tinder has indirectly acknowledged that users are forgetting how to date offline and has offered them a surrogate instead of solving the root problem (The Problem Isn’t Tinder’s New AI but the Dating Apps Themselves) (The Problem Isn’t Tinder’s New AI but the Dating Apps Themselves). For platform owners, the lesson is this: AI can enrich the experience (whether chat bots, recommendation algorithms, or content moderation), but should not substitute for real emotions. Gamification is appropriate if it ultimately leads to more successful human contacts, rather than engaging the user in an endless game with the service itself.

Another technological innovation is aimed precisely at accelerating real meetings. Grindr, a major platform for the LGBT audience, conducted a major update, adding the “Right Now” function. This mode allows users to signal that they are ready to meet in person in the near future and view the feed of those who are “actively searching right now” (Grindr Introduces ‘Right Now’ Feature to 15 New Cities – Global Dating Insights). Each announcement is active for only an hour, emphasizing its connection to the moment (Grindr Introduces ‘Right Now’ Feature to 15 New Cities – Global Dating Insights). The idea is to break the endless correspondence and get to the point – according to Grindr, the function was born from requests of those tired of lengthy chats and wanting spontaneous meetings (Grindr Introduces ‘Right Now’ Feature to 15 New Cities – Global Dating Insights). Essentially, it’s an integrated speed dating service: instead of scrolling through profiles hoping someone is currently online and also not against meeting, users immediately see a list of willing people. The launch was successful in Australia and several US cities, and now “Right Now” has expanded to 15 megacities, including London, New York, Paris, and other major markets (Grindr Introduces ‘Right Now’ Feature to 15 New Cities – Global Dating Insights) (Grindr Introduces ‘Right Now’ Feature to 15 New Cities – Global Dating Insights). All Grindr users receive 10 free “Right Now” sessions per week, after which it’s paid (Grindr Introduces ‘Right Now’ Feature to 15 New Cities – Global Dating Insights). For business, this is an interesting move: by increasing dating efficiency, the platform can paradoxically increase its value to the audience (people will return for new acquaintances, knowing that the service really works quickly). Possibly, similar “real-time” tools will appear on other services – for example, local modes for finding a partner here and now, integration with events and parties, chat timers, etc.

Another approach to enliven communication is gamification of the process after matching. In addition to Tinder’s trainer, applications are being launched that offer couples joint games or tasks after matching to warm up the conversation. For example, the startup “After,” announced for launch in New York, is positioned as an “anti-ghosting” application, where immediately after matching, a couple is invited to perform a small joint action or mini-game (Grindr Introduces ‘Right Now’ Feature to 15 New Cities – Global Dating Insights). The goal is to turn the awkward moment of first contact into an engaging interaction, thereby reducing the chance that the conversation never starts. Such ideas are still being tested by the market, but they illustrate the breadth of technology applications: from AI interlocutors to AR gamification (recall even the concept of the Left Field application, which wants to be “like Pokémon Go for dating,” encouraging people to meet through gaming activity in the city (Grindr Unveils 2025 Product Roadmap, Including Six New Intent …)).

For dating service executives, the main conclusion is that technologies should work to bring people closer, not create new barriers. It’s worth investing in features that either facilitate first contact (e.g., automatic ice-breaker questions, voice intros, algorithms for suggesting conversation topics) or accelerate the transition to real dating (as Grindr did). At the same time, it’s important not to get carried away with technology for technology’s sake: each new tool should address a specific pain point for users. As Tinder’s AI experience has shown, simply “hyped” functionality without real benefit can cause skepticism. But functionality that saves users’ time and effort has every chance to increase audience loyalty.

The issue of user safety has become central to the online dating agenda, and recent news confirms this. First, complex fraud schemes hitting the most vulnerable audience have become more frequent. In Texas, a retiree lost all his savings (about $500,000) falling for a combination of romantic acquaintance and investment scam (Texas retiree forced to return to work after losing $500K in investment-romance scam | Moneywise) (Texas retiree forced to return to work after losing $500K in investment-romance scam | Moneywise). The story began classically: the man registered on the respected Silver Singles dating site for seniors, met a “lady,” corresponded with her for several weeks, after which she unobtrusively involved him in cryptocurrency investments (Texas retiree forced to return to work after losing $500K in investment-romance scam | Moneywise) (Texas retiree forced to return to work after losing $500K in investment-romance scam | Moneywise). While the “romance” lasted, investments seemingly grew on a fake platform, which prompted the victim to invest more and more, up to withdrawing money from his retirement account. The result – complete zeroing of funds and the need to sell the house to cover debts (Texas retiree forced to return to work after losing $500K in investment-romance scam | Moneywise). In reality, under the guise of an internet lover was a group of scammers using the technique of financial grooming – building trust before striking (Texas retiree forced to return to work after losing $500K in investment-romance scam | Moneywise). According to the US Better Business Bureau (BBB), such investment-romantic schemes have become a real scourge: investments have already reached first place among types of online fraud, and in almost half of cases (45.3%), cryptocurrency is involved (Texas retiree forced to return to work after losing $500K in investment-romance scam | Moneywise). More than 80% of those deceived in such scams lose money (median damage around $5,000) (Texas retiree forced to return to work after losing $500K in investment-romance scam | Moneywise), and a quarter of perpetrators purposefully spend time establishing a romantic connection before asking for funds (Texas retiree forced to return to work after losing $500K in investment-romance scam | Moneywise). For platforms, these facts indicate the need to strengthen moderation and user education: warn about possible signs of “financial grooming,” implement algorithms to identify suspicious conversations (for example, if investments suddenly come up in chat), allow users to easily verify new acquaintances through video/ID. At minimum, the audience should be directly informed about known schemes. In the mentioned case, the scammers communicated only by text and refused video calls – such red flags should be brought to the attention of platform users ([Texas retiree forced to return to work after losing $500K in investment-romance scam | Moneywise](https://moneywise.com/life/lifestyle/texas-man-falls-victim-to-crypto-romance-scam#:~=1,video%20calls%2C%20as%20Dalrymple%20experienced))

Second, the industry has begun moving toward self-regulation to improve safety. In Australia, after a series of alarming reports (in one 2022 study, it turned out that 3 out of 4 users of applications had encountered sexual violence related to online dating over the past 5 years (Online dating code will require Tinder, Hinge to act on dangerous users, cooperate with law enforcement – ABC News) (Online dating code will require Tinder, Hinge to act on dangerous users, cooperate with law enforcement – ABC News)), leading services signed a voluntary Dating App Safety Code. This code, which came into force at the end of March, obliges platforms to implement proactive protection measures: systems for identifying potentially dangerous behavior, prompt removal of violators, and cooperation with law enforcement agencies in cases of serious incidents (Online dating code will require Tinder, Hinge to act on dangerous users, cooperate with law enforcement – ABC News) (Online dating code will require Tinder, Hinge to act on dangerous users, cooperate with law enforcement – ABC News). Companies must also make complaint and blocking tools as visible and convenient as possible for users, and provide the regulator with reports every six months on the number of blocked accounts and measures taken (Online dating code will require Tinder, Hinge to act on dangerous users, cooperate with law enforcement – ABC News). While the code is a voluntary agreement, the government has already announced it will assess its effectiveness and reserves the right to make the requirements mandatory (Online dating code will require Tinder, Hinge to act on dangerous users, cooperate with law enforcement – ABC News). In fact, the industry has been presented with an ultimatum: either you create a safe environment yourselves, or it will be strictly regulated by law (Online dating code will require Tinder, Hinge to act on dangerous users, cooperate with law enforcement – ABC News). For international players, compliance with the Australian code becomes a model that will likely need to be scaled to other markets, as issues of violence and harassment in dating are relevant everywhere.

In addition, platforms are also implementing technological solutions to increase trust. Beyond the already mentioned AI verification (Duet’s case is a good example of 100% user identity verification), the practice of profile verification through government documents and integration with state databases of offenders is developing. Some services, for example, are testing a background check feature: a user can request (for an additional fee) an automatic check of public data about their match (whether there are convictions for violence, etc.). Of course, such measures provoke discussion about privacy, but the trend is clear: safety has become a competitive advantage. Marriage agencies and dating sites, especially those focused on serious relationships, can attract an audience by actively emphasizing their safe environment – 24/7 moderation, multi-stage verification, educational materials on cybersecurity, etc. Investments in Trust & Safety pay off not only by preventing reputational losses but also by increasing engagement: people more willingly use a service they trust with their data and personal stories.

Many dating platforms today face a problem: users get many matches, but it doesn’t even lead to correspondence, let alone meetings. This topic is addressed in an article in Cosmopolitan UK, aptly titled: “Lots of matches but no messages. Sound familiar? Here’s why” (Data controversies, James Stewart – Bluesky). It turns out there are several reasons, all rooted in digital culture: boredom, fear of rejection, and… market mechanisms (Rachel Thompson – The Love Fix out now (@RVT9) / X). People often swipe out of boredom, without serious intention to meet – hence many “empty” matches from curiosity. Another reason is psychological: many fear writing first, afraid of being ignored or receiving a cold response. Finally, “dating capitalism” plays its role: the abundance of choice and monetization model of some applications creates in users a mindset to constantly wait for someone better and not rush into communication (Rachel Thompson – The Love Fix out now (@RVT9) / X). As a result, a paradox arises: algorithms successfully bring couples together, but they themselves cannot cope with developing contact further. For business, this is a lost opportunity – after all, the value of a dating service is ultimately measured by the number of actual couples formed or at least active dialogues, not swipes as such.

New initiatives mentioned above are precisely aimed at bridging the gap between matching and communication. Grindr with its “Right Now” function partially solves the problem: if two people have declared readiness to meet immediately and matched – obviously, the correspondence will be brief and the goal will be achieved (the meeting will take place). Other services try to stimulate the first step through mechanics. For example, Bumble has long been distinguished by the fact that the right to send the first message after matching is given to the woman, and she has only 24 hours, otherwise the match expires – this was one of the early solutions to the “silent ones” problem. Now new ideas are emerging: limiting the number of matches without starting a chat, automatic prompts for the first message, or even “warming up” questions immediately after matching.

Special attention should be paid to offline activations and mixed formats. After the pandemic, parties for users of one app or another, offline speed dating organized by the service, etc. are gaining increasing popularity. For example, a number of applications in India and China implement the function of inviting users to group events (master classes, excursions) directly from the dating interface – thereby transferring virtual contact to a real context almost without pause. This trend shows that although online dating has become commonplace, live interaction remains the ultimate goal, and the faster a service helps achieve it, the higher the audience loyalty.

Platform owners should analyze their metrics: what percentage of matches grows into correspondence, how many messages users exchange on average before meeting, and where the break most often occurs. Based on this data, measures can be introduced: from gamification of chats (as in “After”) to banal push reminders like “you have a new match, don’t miss the chance to say hello.” Additionally, customized advice to users (based on AI or statistics) is another field for innovation. If the system notices that a person regularly receives many likes but few responses to their messages, nothing prevents it from offering small tips: for example, changing the approach to greeting, filling out the profile in more detail, uploading more diverse photos, etc. Such personal recommendations will improve the experience and increase conversion from registration to success in dating, which directly affects the reputation and growth of the service.

The online dating sector remains attractive to investors, especially when it comes to innovations or capturing new niches. We have already noted the example of Makromusic with multi-million dollar funding. In general, competition for capital stimulates companies to seek new business models. One of the fresh approaches is the partnership model offered by technology providers for market newcomers. For example, Dating Pro, a software developer for dating sites, launched a profit-sharing collaboration program. Entrepreneurs wishing to create their own dating service can get “turnkey” technical infrastructure and support from the Dating Pro team without large one-time costs – in exchange, the company will receive a share of future income (usually 25%) (Partner with Dating Pro: Revenue sharing and full product team support | PG Dating Pro Help Center) (Partner with Dating Pro: Revenue sharing and full product team support | PG Dating Pro Help Center). This Revenue Share format lowers the entry barrier: essentially, a startup doesn’t need to immediately hire developers or invest hundreds of thousands in development, a minimal contribution and willingness to share part of the revenue is sufficient. Partners receive full access to technologies (e.g., built-in payments, AI functions, ready-made chatbots) and even business consultations from a more experienced team (Partner with Dating Pro: Revenue sharing and full product team support | PG Dating Pro Help Center) (Partner with Dating Pro: Revenue sharing and full product team support | PG Dating Pro Help Center). There’s an option to buy out Dating Pro’s share when the project grows, or jointly sell the business to a major player in the future (Partner with Dating Pro: Revenue sharing and full product team support | PG Dating Pro Help Center). The emergence of such schemes indicates market maturation: the dating industry has become large enough to support not only B2C applications but also B2B services accelerating the launch of new products. For marriage agency owners, this is particularly interesting – they can expand their online direction, relying on a technical partner, and focus on marketing and audience knowledge. In conditions where industry giants (Match Group, Bumble, etc.) still receive the main amount of press mentions (Which Dating Apps Got the Most Press Coverage in 2024?), it’s advantageous for small companies to join forces with technological partners or investors to stand out and scale.

It’s also worth noting the continuing market consolidation. Large corporations actively monitor promising newcomers, ready to buy successful applications or integrate their technologies. Therefore, developing a niche service doesn’t necessarily lead to a dead end of a narrow audience – on the contrary, having proven its viability, such a project can be acquired by a leader wishing to cover all segments. Many funds, investing in dating startups, already consider the exit strategy through sale to major players. This opens two growth paths for founders of agencies and applications: either gradually become a new leader in their niche, or exit through an M&A deal, securing their role as an expert in the segment. In any case, investor interest in the dating sphere is high, especially when a startup offers a fresh view: be it innovative technology (AI, AR, VR dating), a working business model (subscriptions, premium services), or a loyal audience (e.g., Gen Z through TikTok virality). Recent news demonstrates that money is going to both specialized applications and infrastructure players – meaning there are more monetization and scaling opportunities today than ever before.

Analysis of recent trends shows that the online dating industry is undergoing a phase of active change. Key growth vectors can be summarized as follows: