Match.com and Yahoo are going steady now. Yahoo Personals is out. This morning, Yahoo announced that Match.com will become the exclusive online dating site on Yahoo. Yahoo’s current online dating site, Personals, will be folded into a new co-branded site called “Match.com on Yahoo.” Match already powers Yahoo Personals in a number of European markets.
Yahoo Personals users will be encouraged to migrate to Match.com on Yahoo and given the opportunity to seamlessly migrate their Yahoo Personals accounts over to the new site. Match.com on Yahoo will offer users mobile access, daily personalized matches and more advanced search tools.
Match was rumored to be interested in acquiring Yahoo Personals, but this partnership makes sense considering Yahoo can retain part of the brand. And perhaps gain advertising dollars.