Match Introduces a Human Matchmaking Element to Its Dating App

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For $4.99 per week, Match Dating experts will look at the user’s answers to four questions and try to connect him more conceptually than his algorithm.

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They will be guided by the members’ answers to four questions, for example, what would a person change about their dating life, what type of person is the user attracted to, and others. The cost of the service is $4.99 per week.

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Amarnath Thombre, chief executive of Match Group America, said the company created the feature because for some single people, the pandemic has added to the urgency to find a long-term relationship.

“People have had enough time to think about what really matters to me, that’s what makes me happy,” Mr. Thombre said. “They’re being a little more clear about who they want to be.”

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Experts can narrow the candidate pool, which can bring forth more compatible people, said Rachel D’Alto, Match’s chief dating expert.

“It’s really just going in and exposing people and helping them not feel overwhelmed or discouraged,” she said.

Match lets users set up profiles, view other profiles, and chat with the system’s “top picks” at no cost to them, but it charges a subscription fee before members can communicate with the entire pool of users. Also optional add-ons include sending unlimited “likes” to other users and the ability to promote one’s profile in other members’ search results.

Dating services are also competing to enhance the experiences they offer. Match added free video calls in April 2020, as social distancing made in-person dating difficult. Tinder and Hinge, both owned by the Match Group, have also added new features, such as the new Explore section on Tinder that matches people with their interests.

Many dating apps have seen an increase in the number of users during the pandemic. Match Group reported 16.3 million paying customers in the third quarter, up from 14 million a year ago. The company’s revenue last quarter was $802 million, up from $640 million a year ago.

The algorithm can solve many issues, but may not always decipher context clues among people’s preferences in dating apps, said Brendan Gahan, partner and chief social officer at Mechanism Inc., an advertising agency.

“We are not going to rely solely on algorithms – we want a human touch to help bring that human element in and encourage that intimacy even more,” he said.

Traditional matchmaking services are expensive, starting at thousands of dollars for just a few months. But these services are suitable for customers who don’t have time to sort candidates on apps, said Tammy Shakley, founder and matchmaker of Hes for Me LLC, which operates H4M Matching, an LGBTQ matchmaking service.

Matchmakers will contact people only if they feel they have identified a potential life partner – not just another date, Ms Shakley said.

Nick Notas, men’s dating coach at Eros Consulting Inc., said the new Match feature helps humanize online dating, and reflects things that many single people already do, such as seeking advice from others. Whom to date

“Frustration, loneliness, everything that goes into the online dating experience – it sometimes clouds your judgment, and it is hard to take a step back and look at things objectively,” Mr. Notas said.

Ann-Marie Alcantara [email protected] . Feather


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