Media & Entertainment

Facebook Dating launches in the US, adds Instagram integration

Comment

DatingCoverPage

Are Americans ready to trust Facebook with their dating life? Barely more than a month has passed since the U.S. Federal Trade Commission fined Facebook a record $5 billion over its privacy lapses, and imposed a modified corporate structure to hold the company more accountable for its decisions over user privacy. In the wake of this historic action, Facebook’s brand-new dating product is today launching to all in the U.S., promising to leverage the company’s deep insight into people’s personal data to deliver better matches than rival dating apps like Tinder, Bumble, Match and others.

With its U.S. arrival, Facebook Dating will now also allow users to integrate their Instagram posts in their dating profile and add their Instagram followers to their “Secret Crush” list, in addition to Facebook friends.

Secret Crush DF

By year-end, Facebook Dating users will be able to select which Facebook or Instagram Stories they want to add to their dating profile.

FB and IG Stories

Trusting Facebook to find your match

Though the U.S. is the 20th market for Facebook Dating, it’s one of the most important for the product, which was first announced at the company’s F8 developer conference last year.

The new service represents a significant step toward making Facebook a tool for connecting with people who aren’t just friends or family.

This is an area where the company is now heavily invested. The Facebook Groups product, used by a billion people on a monthly basis, connects users by similar interests or by geographic location, as with its neighborhood groups. The company also launched Facebook at Work a few years ago to allow businesses to build their own networks on top of Facebook infrastructure.

Arguably, none of these efforts require as much trust as opening up your Facebook data — to a company known for its mishandling — in the hopes of finding love.

Entry Points 2 DF

Facebook, well aware of the potential privacy pitfalls in such a product, has taken a number of steps to lock down the Facebook Dating experience so you’re not unwittingly outed to family or friends, or to work colleagues and other professional acquaintances. (Or, you know, to your spouse or significant other.)

For starters, the people you’re shown on Facebook Dating will not include your Facebook Friends. You can also opt to have Facebook Dating only show you those people where you don’t have any friends in common, for another layer of protection. And you can pre-emptively block people from seeing your profile on Facebook Dating — which may work well as a way to ensure an ex’s profile never, ever comes up and to make sure they never see yours.

And of course, Dating is an opt-in experience.

Privacy DF

Your profile will never be visible to friends anywhere or to any people not on Facebook Dating, and it won’t appear in the News Feed. With the newly added Instagram integration, only your photos will be shown — not your Instagram handle.

However, there is still a way to add a Facebook friend as a “Secret Crush,” which will only be revealed if the interest is mutual. People are also limited to nine “crushes,” to prevent abuse of the feature. This now extends to Instagram followers, too, with the U.S. launch.

Profile Creation 1 DF

The product, which lives within the main Facebook app, also allows you to connect with people attending the same events or who participate in the same groups — though this is off by default and can be enabled on a one-by-one basis.

Beyond that, however, Facebook Dating will present you with a set of profiles based on other factors — mutual friends (if enabled), mutual groups (if enabled), mutual schools and other, unknown factors.

Profile Creation DF

This is where things get tricky.

Facebook, of course, has been known to be eerily accurate with its friend recommendations — so much so that some people believed it had to have been spying on them. (As it turned out, Facebook did know more about who you were connecting with than people had realized.)

In terms of Facebook Dating’s recommendations, it’s unclear what “other” data, specifically, Facebook will be using.

Officially, Facebook says that match suggestions are based on “your preferences, interests, and other things you do on Facebook.”

Asked how exactly Facebook will rank its profile suggestions, Nathan Sharp, the Product Lead for Facebook Dating, said he can’t discuss the details of the system.

What I can say is that, in terms of privacy, none of the people you would see or encounter would be divulging any sort of information,” he explains. “So, if you and Taylor, for example, had gone to the same college, but you’d never posted that on your dating profile, you may be up-ranked. But Taylor would never see what college you went to and you would never see what college Taylor went to,” says Sharp. 

Sharp notes that people may discover their mutualities — like sharing the same alma mater, for instance — naturally, through conversations had within Facebook Dating chat.

EventsandGroups multiple 1

Though it’s not unusual for a dating app maker to be tight-lipped about its secret sauce, the amount of data Facebook has to play with here is a competitive advantage and possibly a cause for concern as users are in control of what profile data Facebook is using behind-the-scenes.

On Tinder, you may write that you “love hiking,” but Facebook would know if you actually participated in hiking-related groups or events, and how often. It may know a lot more, too — like your check-ins to hiking trails, if there are mountains in your photos, if you posted updates with the keyword “hiking,” if you “Liked” Facebook Pages about hiking, etc. But Facebook won’t confirm if this sort of data is used or how.

If people can look past the uncertainty around Facebook’s use of their personal data — and that’s a huge unknown for the U.S. market — the product itself has several advantages.

Facebook Dating’s larger goal is to make matchmaking feel personal again. It aims to remind people there’s a real person behind these profiles. That dating is not meant to be a game. This could be a big differentiator from a market tired of but still committed to using dating apps.

The issue is that today’s dating apps aren’t incentivized to help people make long-lasting connections — after all, people who find a relationship abandon their dating service. That’s bad for the apps’ bottom line. What better, then, but to double down on the “single lifestyle,” as Tinder is now doing, to ensure users stick around?

Facebook, on the other hand, isn’t exactly worried about user churn. With the social network’s 2.4 billion monthly users, it has the bandwidth to make dating an additive feature. Its sheer numbers also mean the potential for a far larger pool of daters, including those who wouldn’t otherwise think to join a dating app.

Another advantage is that Facebook is a company that knows how to build a compelling user experience. It shines in the details on Facebook Dating — like how easily it flows you into a gender identification screen at setup, or how it gives you a way to quickly share your live location for first-date safety with a trusted friend on Messenger.

It’s cracking down on the sending of unsolicited photos and porn-bot spam that plague dating apps, by limiting chats to text and GIFs only. That means no links, photos, payments or videos can be shared in messages.

And when Story integration goes live by year-end, checking out daters’ less-polished updates may become a new favorite activity.

Gender Identity Flow

Finally, because its raison d’être is not (for now at least) direct monetization of core dating features — like messaging or returning to a profile you accidentally swiped past — Facebook can create a free product where you’re not limited by the app’s need to squeeze you for dollars.

PauseMatch SecondLook DFThat said, the product can’t help but borrow from Tinder, with its set of rounded like/dislike buttons (why is there never a maybe?), photo-centric profiles that reward the genetically blessed, the integrated private chat and now Instagram integration, too.

Instagram Posts

In addition to the U.S., Facebook Dating is live already in Argentina, Bolivia, Brazil, Canada, Chile, Columbia, Ecuador, Guyana, Laos, Malaysia, Mexico, Paraguay, Peru, the Philippines, Singapore, Suriname, Thailand, Uruguay and Vietnam. It will be in Europe by early 2020. 

The company won’t say how many users are on the Dating product so far, but claims it’s “doing well.”

Facebook Dating is rolling out to users 18 and over in the U.S. starting today.

More TechCrunch

Welcome back to TechCrunch’s Week in Review. This week had two major events from OpenAI and Google. OpenAI’s spring update event saw the reveal of its new model, GPT-4o, which…

OpenAI and Google lay out their competing AI visions

Expedia says Rathi Murthy and Sreenivas Rachamadugu, respectively its CTO and senior vice president of core services product & engineering, are no longer employed at the travel booking company. In…

Expedia says two execs dismissed after ‘violation of company policy’

When Jeffrey Wang posted to X asking if anyone wanted to go in on an order of fancy-but-affordable office nap pods, he didn’t expect the post to go viral.

With AI startups booming, nap pods and Silicon Valley hustle culture are back

OpenAI’s Superalignment team, responsible for developing ways to govern and steer “superintelligent” AI systems, was promised 20% of the company’s compute resources, according to a person from that team. But…

OpenAI created a team to control ‘superintelligent’ AI — then let it wither, source says

A new crop of early-stage startups — along with some recent VC investments — illustrates a niche emerging in the autonomous vehicle technology sector. Unlike the companies bringing robotaxis to…

VCs and the military are fueling self-driving startups that don’t need roads

When the founders of Sagetap, Sahil Khanna and Kevin Hughes, started working at early-stage enterprise software startups, they were surprised to find that the companies they worked at were trying…

Deal Dive: Sagetap looks to bring enterprise software sales into the 21st century

Keeping up with an industry as fast-moving as AI is a tall order. So until an AI can do it for you, here’s a handy roundup of recent stories in the world…

This Week in AI: OpenAI moves away from safety

After Apple loosened its App Store guidelines to permit game emulators, the retro game emulator Delta — an app 10 years in the making — hit the top of the…

Adobe comes after indie game emulator Delta for copying its logo

Meta is once again taking on its competitors by developing a feature that borrows concepts from others — in this case, BeReal and Snapchat. The company is developing a feature…

Meta’s latest experiment borrows from BeReal’s and Snapchat’s core ideas

Welcome to Startups Weekly! We’ve been drowning in AI news this week, with Google’s I/O setting the pace. And Elon Musk rages against the machine.

Startups Weekly: It’s the dawning of the age of AI — plus,  Musk is raging against the machine

IndieBio’s Bay Area incubator is about to debut its 15th cohort of biotech startups. We took special note of a few, which were making some major, bordering on ludicrous, claims…

IndieBio’s SF incubator lineup is making some wild biotech promises

YouTube TV has announced that its multiview feature for watching four streams at once is now available on Android phones and tablets. The Android launch comes two months after YouTube…

YouTube TV’s ‘multiview’ feature is now available on Android phones and tablets

Featured Article

Two Santa Cruz students uncover security bug that could let millions do their laundry for free

CSC ServiceWorks provides laundry machines to thousands of residential homes and universities, but the company ignored requests to fix a security bug.

2 days ago
Two Santa Cruz students uncover security bug that could let millions do their laundry for free

TechCrunch Disrupt 2024 is just around the corner, and the buzz is palpable. But what if we told you there’s a chance for you to not just attend, but also…

Harness the TechCrunch Effect: Host a Side Event at Disrupt 2024

Decks are all about telling a compelling story and Goodcarbon does a good job on that front. But there’s important information missing too.

Pitch Deck Teardown: Goodcarbon’s $5.5M seed deck

Slack is making it difficult for its customers if they want the company to stop using its data for model training.

Slack under attack over sneaky AI training policy

A Texas-based company that provides health insurance and benefit plans disclosed a data breach affecting almost 2.5 million people, some of whom had their Social Security number stolen. WebTPA said…

Healthcare company WebTPA discloses breach affecting 2.5 million people

Featured Article

Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Microsoft won’t be facing antitrust scrutiny in the U.K. over its recent investment into French AI startup Mistral AI.

2 days ago
Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Ember has partnered with HSBC in the U.K. so that the bank’s business customers can access Ember’s services from their online accounts.

Embedded finance is still trendy as accounting automation startup Ember partners with HSBC UK

Kudos uses AI to figure out consumer spending habits so it can then provide more personalized financial advice, like maximizing rewards and utilizing credit effectively.

Kudos lands $10M for an AI smart wallet that picks the best credit card for purchases

The EU’s warning comes after Microsoft failed to respond to a legally binding request for information that focused on its generative AI tools.

EU warns Microsoft it could be fined billions over missing GenAI risk info

The prospects for troubled banking-as-a-service startup Synapse have gone from bad to worse this week after a United States Trustee filed an emergency motion on Wednesday.  The trustee is asking…

A US Trustee wants troubled fintech Synapse to be liquidated via Chapter 7 bankruptcy, cites ‘gross mismanagement’

U.K.-based Seraphim Space is spinning up its 13th accelerator program, with nine participating companies working on a range of tech from propulsion to in-space manufacturing and space situational awareness. The…

Seraphim’s latest space accelerator welcomes nine companies

OpenAI has reached a deal with Reddit to use the social news site’s data for training AI models. In a blog post on OpenAI’s press relations site, the company said…

OpenAI inks deal to train AI on Reddit data

X users will now be able to discover posts from new Communities that are trending directly from an Explore tab within the section.

X pushes more users to Communities

For Mark Zuckerberg’s 40th birthday, his wife got him a photoshoot. Zuckerberg gives the camera a sly smile as he sits amid a carefully crafted re-creation of his childhood bedroom.…

Mark Zuckerberg’s makeover: Midlife crisis or carefully crafted rebrand?

Strava announced a slew of features, including AI to weed out leaderboard cheats, a new ‘family’ subscription plan, dark mode and more.

Strava taps AI to weed out leaderboard cheats, unveils ‘family’ plan, dark mode and more

We all fall down sometimes. Astronauts are no exception. You need to be in peak physical condition for space travel, but bulky space suits and lower gravity levels can be…

Astronauts fall over. Robotic limbs can help them back up.

Microsoft will launch its custom Cobalt 100 chips to customers as a public preview at its Build conference next week, TechCrunch has learned. In an analyst briefing ahead of Build,…

Microsoft’s custom Cobalt chips will come to Azure next week

What a wild week for transportation news! It was a smorgasbord of news that seemed to touch every sector and theme in transportation.

Tesla keeps cutting jobs and the feds probe Waymo