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The social media giant begins rolling out its new dating service—Facebook Dating—Thursday in the United States after launching last year in 19 countries, including Argentina, Canada, Chile, Mexico, Peru, Singapore, Thailand and Vietnam.
Facebook announced the new dating service at its 2018 F8 developer conference and says the service will recommend potential matches based on Facebook activity to users who opt in and choose to create a dating profile. This dating feature is available only to users 18 years and older, so it likely won’t help boost Facebook’s declining popularity among teens.
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The stock previously dropped more than 15% on the day Facebook announced the dating feature. They won’t see anyone they’re already friends with on Facebook or anyone they’ve blocked.
Facebook enters the fray with the unique advantage of being able to tap into its estimated 221 million U. Profiles are initially auto-populated using first names only.
Shares of Match Group (MTCH), which owns Tinder and OKCupid, fell as much as 6% on Thursday. According to Facebook, the service operates independently from main Facebook profiles, and it is not scraped for information that can be used to target ads. Users who create a dating profile can select the information on their Facebook profile that they’d like to feature, including whether they share with their dating prospects mutual friends on the platform.
Users then have the option to add location, gender, height, religion, job title, company, schools and whether or not they have children, as well as other information that is fairly common among other dating apps.
For example, users can pick whom they’re interested in dating from a selection that includes everyone, all women, trans women, all men and trans men.
Users can choose to display their own gender identity as cis woman, trans woman, cis man, trans man or nonbinary.
Up to nine photos can be used in a profile as well as an ice-breaker question such as, “What three emoji best describe you?