Match Beta Test: Dating App Complaints & Frustrations

Match Introduces New Features to Enhance the Dating Experience

Match is currently implementing new functionalities designed to alleviate common frustrations experienced by users of contemporary dating applications. These include the time investment required to locate suitable matches and the disheartening practice of being ignored after initial interactions. As part of a revised strategy to attract more “emotionally mature” singles, the company is initiating beta testing of a recommendation system, dubbed “Matched by Us,” potentially leading to a more comprehensive matchmaking service in the future.

Addressing Challenges for an Older Demographic

The platform is also evaluating a feature to combat ghosting, prompting users to either continue a dialogue or formally unmatch, rather than leaving the other party without a response. These enhancements are specifically tailored to address the needs of Match’s established user base.

Match’s user base generally consists of individuals in their 30s and beyond, who typically have established lives and are seeking committed relationships. This contrasts with the user demographics of other Match Group apps, such as Tinder, where younger individuals often prioritize exploration and casual dating.

“Matched by Us” – A New Approach to Recommendations

“Our members consistently express frustration with extensive swiping and prolonged messaging,” explains Dushyant Saraph, Match’s chief product officer. “Considering our users, who often have limited free time, ‘Matched by Us’ emerged as a solution. They don’t want to sift through countless profiles,” he states.

This new feature, accessible to both free and premium subscribers, will deliver one personalized match weekly. Both users will be visible to each other immediately, eliminating the need for reciprocal “likes” to initiate a conversation.

The system identifies compatible matches by analyzing user responses to questions within their Match profiles, focusing on personality traits and preferences.

Preferences and the Impact of Remote Work

These questions explore aspects such as users’ five-year goals, preferred weekend activities, and openness to relocation for a suitable partner. The latter consideration has gained prominence due to the rise of remote work, which has lessened the necessity of residing near company headquarters, as Saraph points out.

Currently, the system relies on an algorithm to recommend matches based on a comprehensive assessment of user preferences. However, the company is also internally testing the integration of human curation into the suggestion process.

Essentially, Match is exploring the possibility of offering a genuine matchmaking service.

Human Curation and Future Development

For the present, the internal curation team at Match is operating primarily in a research and development capacity, according to Saraph.

“We are adjusting the size of our expert team as we test various concepts – ranging from coaching to expert-selected matches involving human curation,” he explains. The team also contributes to other features, such as generating conversation starters to maintain engagement.

“In the long run, we anticipate flexibility, scaling our expert team based on member interest in these offerings. Human curation is an area we are particularly enthusiastic about and expect to share more updates on in the coming months,” Saraph adds.

Combating Ghosting and Encouraging Engagement

Another new feature aims to help adults avoid wasting time on dating apps by addressing how Match handles conversations. Interactions typically either progress to real-world dates or gradually diminish, sometimes culminating in complete silence – often through ghosting.

User feedback indicated that the primary concern regarding ghosting is the ambiguity it creates.

Users often question whether their match is simply preoccupied or has lost interest.

A new feature seeks to maintain conversation momentum by prompting users when a dialogue is nearing inactivity – that is, when it will be archived. Users can then revisit the conversation for suggested starters or unmatch the other user.

Unmatching will signal disinterest without sending a direct notification, mitigating potential safety concerns, particularly for women who have experienced threats from rejected suitors.

Match is currently determining the optimal timeframe for these prompts, with initial testing suggesting a range of three to five days, according to Saraph.

Brand Campaign and Financial Performance

These new features are being rolled out to a segment of Match’s U.S. user base in beta, coinciding with the launch of a new brand campaign targeting adult daters. The campaign emphasizes Match’s understanding of the needs of modern singles and demonstrates this understanding through these new functionalities.

The beta tests will extend across all Match platforms – iOS, Android, mobile web, and desktop – over the next few months, beginning in the U.S.

This announcement follows a recent earnings report from Match Group, the parent company of Match, Tinder, OkCupid, Plenty of Fish, Hinge, and others. The company experienced a recovery from the pandemic’s impact, with 15 million paying subscribers, an increase from 13 million the previous year. Revenue reached $707.8 million, exceeding analyst expectations of $694 million. However, net income fell short at $140.9 million, or 46 cents per share, compared to the anticipated 49 cents per share.

The company also discussed its plans for Hyperconnect, a social networking app maker acquired for $1.73 billion earlier this year. Match Group intends to integrate audio and video chat, including live video, into its dating brand portfolio.

Saraph informed TechCrunch that Match’s dating app will benefit from these Hyperconnect integrations, with plans to explore “building out live experiences,” expected to be implemented by the end of the year or early 2022.