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Facebook Dating Finally Arrives In North America -- Will Canadians 'Like' It?

November 8 was a monumental day for Facebook's new dating feature; the app officially rolled out to users in Canada and Thailand with a few new tricks up its sleeve.

The new dating app relies on your Facebook profile to determine the best matches for you. It was previously tested in Colombia two months ago, where it was revealed the app recommends matches based on similar interests, shared friends and groups, and whether or not you go to the same events.

With 69% of Millennials claiming to be adventurous, this might be the next big venture of 2018. But the much-awaited dating app has revealed a few new innovations upon its launch in Canada and Thailand.


The initial launch of the app taught us that your Facebook friends won't be able to see if you're using the app. On top of that, you'll only be able to match with people you aren't friends with or have not blocked on your primary profile.

The app will also draw on other features that have proven successful. This includes features like ice-breaker questions, religious preferences, height, job, and whether you have children.

Here are just some of the new features:

  • Second Look. A free re-review of people you swiped left on. This is already in use by a number of dating apps, like Bumble, but most only offer this feature for an additional fee.
  • A "pause" feature that allows you to suspend your account if you want to take a break. It doesn't delete your dating account, it simply hides it from potential matches, a feature akin to Bumble's Snooze button.
  • The ability to message current matches while your account is paused. This is the primary innovation Facebook Dating has brought to paused accounts. When most accounts are paused, you cannot continue to speak with current matches.
  • Block features. This enables you to look up people you haven't previously blocked on your primary Facebook account. This is great if you don't want to match with your ex, a family member, or a current coworker who you're simply not friends with on Facebook.
  • A 100 match per day limit.

Facebook hopes that these features will help lead to real romance, unlike Tinder, which has begun to embrace its role as a casual dating app.

With new dating apps like Hinge and Facebook Dating becoming household names, Tinder has never been able to separate itself from its reputation as a hookup app. But instead of trying to reinvent itself, the company has decided to begin a new marketing venture that appeals to the single lifestyle.

"Tinder's brand particularly resonated with 18 to 25 year-olds because it provides a fun and easy way to meet people. Tinder sometimes gets a bad rap for being casual," says Match Group CEO Mandy Ginsberg. "But keep in mind that people in the late teens and early 20s are not looking to settle down. It is a time to explore and discover yourself, meeting lots of people and being social."

Many young Millennials are enjoying the freedom that comes with exploring their sexuality and independence as young adults. Most would rather spend time in their apartment with a cat than feel land-locked in a relationship. Instead of investing their feelings in a partner, it's estimated that 44% of households invest in their dog.

Match Group, the owners of Tinder, have decided to become a majority owner in the up-and-coming serious dating app, Hinge.

"We think it addresses a great gap in the market," continues Ginsberg. "If you think about when Tinder came into the market six years ago, it brought a whole new audience of young users, particularly college-age users. As they start to age...having a product that's oriented to serious [dating] "“ but sort of mid-to-late 20s "“ is really compelling for us."

In fact, up to 33% of renters move every year before settling down, often with a partner. Young adults simply prefer an untethered lifestyle.

When they're ready to settle down, it's apps like Hinge and Facebook Dating who hope to be there for you.

For now, users in these two countries will only be able to sign up for the app. Once enough Canadian and Thai users have chosen to participate, then Facebook will allow others to start swiping.

It is unknown when the app plans to roll out in the United States. Excuse us as we go to Canada for a sneak peek.

Head of Content, reality TV watcher and lover of cookies. emma@shared.com