Match Group Inc.’s well-known dating app Tinder has introduced a brand-new in-app game that allows users to interact with chatbots driven by artificial intelligence. The interactive element aims to boost user involvement and revitalise the platform’s expansion. As a proof of concept and marketing experiment, the free voice-based game uses OpenAI’s GPT-40 and GPT-40 Mini models. These models help to generate extremely unrealistic romantic comedy scenarios. Users may experience cliché meet-cute situations, including reaching for a stranger’s supermarket cart or learning that their luggage was inadvertently switched at an airport baggage claim.
How Game Operates?
‘The Game Game’ is a game that functions as a kind of light-hearted flirtation training ground. Users are introduced to absurd dating situations and they do not need to worry about what to say as AI covered it all. The AI responds to everything users say in real time, and they have to speak their way through it. Users need to complete a few easy actions in order to obtain this intriguing game:
•Launch the Tinder app, tap the logo, and select a fun, AI-generated dating scenario that suits users tastes.
•When the AI starts, users have to answer with their voice. Be affable, humorous, or simply improvise.
•The AI assigns a three-flame rating to the user’s game. Got the conversation down? All three flames will be earned by users. Hardly flopped? Users could be gently roasted by the AI.
•The AI provides users with criticism regardless of how it goes; perhaps users should be a little more tactful and ask better questions.
Giving Users a Magical Experience of AI
AI can let users practise without pressure, but it won’t make them an instant romance pro. 64% of young singles are fine with a little awkwardness as long as it’s genuine, according to Tinder’s Future of Dating Report. So why not enjoy the moment and accept the cringe? We can leverage AI to make dating less stressful and more enjoyable thanks to this project, said Alex Osborne, Senior Director of Product Innovation at Match Group. The business was looking for something fun and practical. The Game Game may call you out on your poor jokes, but it won’t criticise you or ghost you like real dates do. Only Tinder users in the US can currently access it on iOS, but who knows? AI-powered flirting might just get started. If nothing else, it’s a fantastic method to hone your skills without having to face humiliation in real life!
“Finding love is not always easy, but it’s always worth the journey”
Finding love can be a complex and challenging process, as it involves many factors. Dating plays a crucial role in getting to know potential partners, which is a critical step in finding a compatible match.
In times gone by, one would have to bask in the presence of one beloved to uncover one’s likes, dislikes, and everything in between. But with the advent of technology, dating has taken on a new form, making it easier and more convenient to connect with potential partners from the comfort of one’s own home.
In this blog, we’ll take a look at the best dating apps in India to help you find your perfect match this Valentine’s Day! So get ready to find your perfect match with the help of the best dating apps in India. But before that, let’s examine the present state of the dating app industry in India.
Overview of the Dating App Market in India 2025
The dating app market in India has seen significant growth in recent years, with an increasing number of people turning to these platforms to find love. According to recent studies, there are over 82.4 million users in India (which is a 293% increase from 20 million five years ago) who are actively using dating apps, with the majority being young, urban-dwelling individuals. The market is expected to continue growing in the coming years as more and more people embrace online dating.
Factors to Consider When Choosing Dating Apps in India
When choosing a dating app, it’s important to consider several key factors that can impact your success in finding a match and your overall experience using the platform. The factors that one needs to consider while choosing dating apps are:
User Base: The user base refers to the size and demographics of the platform’s user pool. A large user base can increase the chances of finding a match, while a more diverse user base can cater to different preferences and needs.
User Experience: User experience refers to the ease of use and functionality of the app, as well as its user interface and features. A well-designed app can make the process of finding a match much smoother and enjoyable.
Privacy and Security: Privacy and security are crucial factors to consider when using dating apps, as personal information and sensitive data are often shared on these platforms. It’s important to choose an app that has robust security measures in place to protect your privacy and keep your data safe.
Cost: Cost is also an important factor to consider when choosing a dating app, as some platforms require a paid subscription for access to certain features. It’s important to choose an app that offers good value for money, with a balance between features and affordability.
Global Online Dating Market
Now, let’s look at some of the popular dating apps that will help you get the type of person you have always dreamed of:
Tinder is one of the most popular dating apps in India, known for its simple, intuitive, and user-friendly interface. With a large user base, the app offers a high chance of finding a match. Its unique “swipe right” feature allows users to indicate their interest in potential matches quickly and easily, making the process of finding a match fast and easy.
In 2021, Tinder was not only the most installed dating app worldwide, with 67 million annual downloads but also considered the best dating app in India. It was launched in 2012 by Hatch Labs as a joint startup between IAC mobiles and Xtreme Labs.
You must set up your profile, make it discoverable, and select your preferences to find your valentine. And you are good to go. You just need to swipe right to like and left to pass.
Tinder Key Statistics:
Tinder made $1.9 billion in revenue in 2023, a 7% increase on the year prior
It had 75 million monthly active users and 10.9 million subscribers in 2022
60% of Tinder’s users are under 35 years old
Three-quarters of Tinder’s users are male
Yearly subscription plans for Tinder:
Plan
Tinder Plus
Tinder Gold
Tinder Platinum
Pricing
$2.67/month
$8.33/month
$10/month
2. Truly Madly
Truly Madly – Best App for Dating
Truly Madly is an example of a good, simple dating app that was developed by Crescere Technologies Private Limited in 2013. dating app that was developed by Crescere Technologies Private Limited in This app takes compatible match-making and profile verification very seriously, and it may ask for identification documents before setting up your live profile.
After your profile is set up, all you need to do is select your suitable preference filters and get swiping! The one good thing about this app is that it provides you with a trust score for all the data that you get verified.
The higher the trust score, the more genuine the profile. Though it provides good service, it’s not as popular as Tinder, so you may not have a wide range of results to choose from. Subscriptions range from INR 699 weekly to INR 1,799 for a 20-week period. Paid subscribers receive extra perks, such as increased visibility and the ability to check compatibility before expressing interest in a profile.
Unlike other apps that use location in a general sense to find matches, Happn matches users with people they may have seen recently.
Founded by Didier Rappaport and developed by FTW and Co., it was launched in 2014. It is compatible with Android, Apple, and Windows devices. According to the reports, the app had around 100 million members in January 2023. Happn is one of the best dating app in India.
Its unique feature provides the user the ability to connect with the person they saw on their way. Users can check if the person is on Happn, and then they can like their profile and wait for a match. The Happn app gives you the platform to approach someone whom you couldn’t talk to because you didn’t have the courage at that moment.
This unique way of approach is what sets it apart from other dating apps. The app is for those who fall short of words while approaching someone.
Pricing Plans for Happn:
Plan
One Month
Six Months
Twelve Months
Pricing
$24.99/month
$14.99/month
$10/month
4. Woo
Woo – Best Online App for Dating
Woo is a popular dating app in India geared towards urban, educated professionals. With a focus on meaningful connections and a user-friendly interface, the app is an excellent option for those looking for a more serious relationship.
Additionally, Woo’s unique “ice-breakers” feature makes it easier to start conversations and break the ice with potential matches. First released in 2014, it became the most popular dating app in India, the same place it originated. After becoming popular in India, it showed a steady increase in popularity throughout the world.
Here, you get features like Tag Search, Voice Intro, Questions and Answers, and Direct messaging. This also offers voice call features where women can place a voice call without revealing their number. By using the right settings, women on this platform can opt not to share their name, location, and number. It gives the same feature of liking and passing as in all other dating apps, i.e. you can swipe left or right as per your choice, and it also provides a premium membership where you can review the profiles you have skipped.
Woo Dating has matched over 3 million single women and men and is a leading app for searching for love or romantic interests in the USA, UK, Canada, Dubai, India, etc.
Bumble is another popular dating app in India, known for its empowering approach to online dating. The app allows women to make the first move, breaking down traditional gender roles and promoting a more equal dynamic in relationships. You can find your partner online on this app.
With its user-friendly interface and unique features, Bumble is a great option for those seeking a fun and inclusive dating experience.
This app was developed by the co-founder of Tinder, Whitney Wolfe Herd after her previous company sued her. In 2020, Bumble had 100 million users worldwide, and in 2021, Herde became the youngest woman billionaire at 31 years old.
Bumble Key Statistics:
Bumble generated $694 million in revenue in 2022, a 30% increase on the previous year.
In 2022, Bumble reported a net loss of $80 million, a significant drop from its $280 million profit in 2021.
Bumble has 58 million active users, with 2.4 million subscribers to the app’s premium features.
The App makes sure that the ladies don’t keep the men hanging as the match expires within 24 hours of no conversation. It has the same style of swiping left and right and lets you have video calls, send photos, and play games in case of a match. It also has premium plan options that will give you better results and better visibility on the app.
Pricing Plans of Bumble:
Bumble Boost
One Week
One Month
Three Months
Six Months
Pricing
$8.99/week
$16.99/month
$33.99/month
$54.99/month
Bumble Boost
One Week
One Month
Three Months
Lifetime Subscription
Pricing
$19.99/week
$39.99/month
$36.99/month
$229.99
6. OkCupid
OkCupid – Best App for Dating
OkCupid is a highly-regarded dating app in India, known for its in-depth matching algorithm and data-driven approach to finding love.
With a focus on deep personal connections, the app asks users a series of questions to help determine their personality and preferences, making it easier to find compatible matches.
This app was founded by four Harvard students: Chris Coyne, Christian Rudder, Sam Yagan, and Max Krohn. It is currently owned by the company Match Group, which also owns Tinder and Hinge.
You can improve your search results by setting the right filters from a vast range of filtering options. You can also set your dating preferences in your search tray for better profiles. This app also gives significant priority to privacy and safety. You can hide your profile, un-match it, or block someone whenever you want.
Hinge is a more relationship-oriented app that focuses on finding deeper connections. It is free to use, but users can pay for premium services to access additional features.
It was founded by Justin McLeod in 2012. When launched, this app promised to work on matching profiles, keeping in mind the long-term effects on people’s relationships. The Hinge app was launched in February 2013. The 2019 US presidential candidate Pete Buttigieg revealed that she met her husband on Hinge. The Company ‘Match Group’ made huge investments in Hinge in September 2017, owning 51% of the company in June 2018 and a total of 100% ownership in the first quarter of 2019.
This app uses your Facebook profile as a source to connect with the friends of your friends and their friends, too. So you don’t need to send them a friend request as people traditionally used to do; rather you can search them over Hinge.
This app lets you make a dating profile by asking you to upload some photos and ,a few questions to which you must provide answers. Anyone on this platform will have the option to like something on your profile, and that will be immediately notified to you.
Pricing Plans for Hinge:
Plans
One Month
Three Months
Six Months
Pricing
$34.99/month
$21.66/month
$16.66/month
8. Coffee Meets Bagel
Coffee Meets Bagel – Best App for Dating
Coffee Meets Bagel is also a decent dating app to try. It was launched in New York City on April 17, 2012, by three sisters: Arum Kang, Dawoon Kang, and Soo Kang. Later it was launched in Boston in May 2012 and then in San Fransisco in October 2012.
It is mostly recommended for women as it gives them an upper hand while matching with someone. In this app, Women receive suggestions based on the guys who have previously matched with them. On the other hand, Guys can only like or pass.
This app provides a certain number of suggestions once a day, so you don’t need to keep swiping over a large number of profiles, which may exhaust you in the whole process. This app takes a couple of considerations before providing you with any suggestions.
You just need to get online once a day, like the profiles you are interested in, and if there’s a match, you will get suggestions.
Let’s understand the Pricing plan for Coffee Meets Bagel:
Aisle is also one of the unique apps in the store for Indian users. It focuses more on serious relationship-buildingrather than wasting time on casual hookups.
The Bengaluru-based dating app, Aisle, was founded in July 2014 by Able Joseph, the current CEO of the Bengaluru-based dating app. The CEO, in one of his interviews, stated that Aisle was an alternative solution for those who are in search of something meaningful but not into any sort of arranged marriage.
To log in, you need a Facebook or LinkedIn profile, fill in the answers for a large questionnaire, and submit it for verification. If you are in search of meaningful dates and not casual hookups, this app is the one for you. It is free, but at the same time, it also provides VIP membership for more premium features.
Badoo is also a popular app for finding dates, founded by Russian entrepreneur Andrey Andreev. It was launched in 2006, and now it has expanded to over 190 countries and is available in 47+ languages, which makes it the world’s most popular dating network. It was once the most downloaded dating app in 21 countries. After going viral on Facebook for its popular social games and quizzes, it was ranked among the fastest-growing Facebook apps.
It offers the same features as Tinder but gives you a bigger range of options for setting dating preferences and interests. The app uses these preferences to find results that are most suitable for you.
To log in, you need to enter your email and set a password. You can also add your social media profiles if you want. It will need your phone number to be verified, and then you can add your photos, live stream, or open a video chat that other users can join.
It also provides a “near me” option, which will show you profiles that are nearby to your location. In this app, you can also send virtual gifts to each other in case of a match.
11. Mingle2
Mingle2 – Best App for Dating
Mingle2 is for both dating and making friends. You can use it on your phone or computer, which many dating apps don’t offer. It lets you chat freely with your connections. The ‘Mutual Match’ feature helps you find people with similar interests. The app has no limits on messaging, making it easy to interact. It’s a simple way to meet new people and build connections.
12. QuackQuack
QuackQuack – Best App for Dating
QuackQuack is an Indian dating app designed for singles to find meaningful connections. It focuses on genuine profiles and safe interactions, with strict verification to reduce fake accounts. Users can chat, match based on interests, and build relationships. The app is popular for its simple interface and local matchmaking. It also offers different membership plans for added features like unlimited messaging. With millions of users, QuackQuack helps people connect easily in a secure environment.
Let’s hear what users of these unique dating apps in India say about their experience.
“Tinder has a large user base and the interface is easy to use. I have had some great matches through the app!” says Priya, a user of Tinder.
“Bumble has been a game-changer for me. I love the fact that women make the first move, which takes the pressure off of men and allows for more equal conversations. The app’s user interface is easy to navigate, and the features are fun and unique.” – Emily, 25
Final Words
In conclusion, the dating app market in India is rapidly growing and offers a wide range of options for individuals seeking a romantic match. When choosing a dating app, it is important to consider factors such as user base, user experience, privacy and security, and cost. The top dating apps in India offer unique features, packages and prices, and user reviews can provide valuable insights into the app’s overall experience.
This article aimed to provide an overview of the best dating apps in India to help individuals find their Valentine’s. Whether you are looking for a serious relationship or a casual date, there is an app to suit your needs. So, make the most of this Valentine’s Day and find your match with the help of these dating apps.
FAQs
Which is the most popular dating app?
Tinder is currently the most popular dating app across the world. It is simple to use, and there are many users, making it easy for people to find their matches.
Can we get real dates by using these apps?
Yes, you can get real dates by using these apps. These apps were made for businesses in the match-making field, creating new possibilities for users to connect with people. So yeah, you can connect with people in real life and can even have virtual dates if you wish, but that is only available in certain apps and not all.
Is online dating free?
Most of dating apps offer free services. They also provide premium plans, which will charge you a basic fee for using some premium features and having better visibility in the dating app. This is a fundamental marketing scheme for the company’s and its users’ mutual benefit.
Tinder is the most popular dating app with a strong brand image. How did they dominate the online dating scene so quickly and become successful? Their marketing strategy has the solution. Tinder successfully engages consumers every day by combining conceptual design and user experience.
In September 2012, the dating app Tinder was introduced. This dating app didn’t initially gain much traction. However, it shocked the app industry with 10 million downloads at the beginning of 2013. In less than a year after the product’s inception, Tinder reached over 1 million active monthly users. It attracted 24 million active monthly users in less than 30 months. It rose to become one of the most popular apps.
According to Statista, in 2022, Tinder generated 64 million downloads, making it the most downloaded dating app.
How Tinder Became an Online Dating Sensation? | Tinder Success Story
Tinder Target Audience
The majority of Tinder’s user base falls within the age range of 18 to 25 years old. This age group is Tinder’s primary target audience. However, the platform is open to anyone above the age of 18 who is single and interested in dating.
According to Tinder’s statistics, in 2021, over 50 percent of its user base in the United States consisted of Gen Z.
Since around half of its users are Gen Z. This is why they adopt quirky marketing strategies.
Tinder Marketing Strategies
Prior to 2012, no one ever considered the possibility of finding love online. However, everyone has an opportunity to discover their ideal partner with Tinder’s introduction in September 2012. However, Tinder’s marketing technique was what persuaded users to utilize the online dating service. Here are the popular marketing strategies used by Tinder:
Let’s find out how Tinder is creating stories of love and success!
Conversational Marketing
Nobody speaks quite as Tinder does. When it comes to online conversing with other brands, the dating platform does a good job. Tinder engages the audience and other companies in conversation and offers the funniest responses.
When Tinder requested users to submit their hilarious Tinder dating tales on World Emoji Day, fantastic responses from major businesses were received. Due to its skillful discussion and self-promotion, Tinder’s conversational marketing is at the top of the list.
When Twitter’s official account once posted “Agreed,” tinder responded with the appropriate tweet, “Me when my crush says anything.” Quite clever, yes.
It is well known that Tinder is using a sassy approach on Twitter. As outrageous comebacks never stop, Tinder’s Twitter approach is concentrated on starting discussions to encourage genuine involvement.
Tinder has always used Twitter to engage in casual, conversational, and persuasive social media connections. With millennials as the primary target market, Tinder’s Twitter approach maintains a snarky tone and strives for high interaction through tweet comebacks.
Tinder knows that marketing is all about timing. The company comes up with promotional tactics based on current events and festivals. As an online dating platform, Tinder would be foolish to miss out on promoting itself on Valentine’s Day. The company tweeted that there are only 25 days left until Valentine’s Day, urging all singles to get on the app and find their perfect match.
Similarly, Tinder recently generated several gigs utilizing the show’s well-known dialogues after the highly popular comedy Friends reunion was broadcast on television.
Therefore, Tinder leverages occasions and circumstances like these to promote its brand.
Meme Marketing
Tinder Meme Marketing
Up until Tinder entered, every brand is a Memer. Tinder is aware that its target demographic is young people, and that memes are the greatest way to connect with them. Thus, one of Tinder’s marketing techniques is meme marketing.
This approach is used by Tinder on all of its social media accounts.
At a time when Binod was the focus of nearly every social media meme, Tinder did not pass up the chance to capitalize on this trending issue. A #Baenod love tale meme was posted by Tinder. To convey the cute love story of Binod and the place where he met Binodini, the brand leveraged the meme to perfection.
Thus, Tinder develops its meme marketing approach by keeping up with meme-related subjects.
“Adulting can wait” is one of the most popular meme marketing campaigns that created a buzz among audiences after digital media and outdoor memes took over.
Guerrilla marketing employs creative marketing techniques to reach out to consumers. Tinder, for instance, has used this strategy to promote word-of-mouth.
As part of their guerrilla marketing tactics, Tinder once placed a massive matchbox in an open area where it was visible to most people. While many were initially unaware of what it represented, they eventually discovered Tinder’s logo and realized the clever wordplay: “it’s a match.” Overall, this was a flawlessly executed guerilla strategy.
Buzz Marketing
Tinder is known for its buzz marketing techniques that generate conversations around its business and increase brand awareness. Many firms use this method to promote their products or services.
In 2015, the Atlanta Hawks held the first “Swipe Right Night” event, where a couple who had met on Tinder started dating again. A year later, at the same event, the Hawks’ CEO promised to cover the cost of the couple’s wedding if they decided to tie the knot. In 2018, they got married, and the CEO kept his word. This story, along with Tinder paying for the couple’s honeymoon, helped Tinder gain popularity and inspire more users to sign up and swipe right.
Another instance of buzz marketing was when Deadpool’s Tinder profile was created and shared around the time of the movie’s release. Fans were excited to create their own Tinder profiles, following the beloved character’s lead. This is a prime example of how buzz marketing works.
Events and Web Series
You’ve probably heard numerous romantic tales of couples who met for the first time at a gathering or other occasion. How then can Tinder fail to advertise its dating service at events?
To advertise its online dating service, Tinder sponsors events and produces its own events. Together with She the People T.V., Tinder organized a female empowerment event in India. Women from many walks of life came together at this gathering to talk about issues like love, female autonomy, technology, and other things.
With the help of a sponsorship agreement with a nearby music festival called Splendour in the Grass, Tinder introduced a new ‘Festival Mode’ in Australia.
Influencers and Ambassadors
People that promote a brand in various ways include influencers and brand ambassadors. By producing content for a business, they advertise it on their social media accounts, and brand ambassadors advertise it by spreading the word and advocating for it.
The social media platforms of Tinder India have videos made by different influencers where that talk about various Tinder profiles, bios, and other entertaining things. Several well-known actresses and content makers support Tinder, including Ahsaas Channa, Tanmay Bhatt, and Kareema Barry. Ananya Pandey is a well-known Indian celebrity who uses social media to promote Tinder.
Brand collaborations
Promoting other brands alongside your own can actually do a lot of good for your brand. Tinder knows this; that’s why they promote other brands through their tie-ups and partnerships.
By giving out a free Domino’s pizza, Tinder created over 700 matches. Users who swiped right on Tinder got a free pizza and discounts. Both Tinder and Dominos benefitted from this.
Tinder also collaborated with paIN Gaming to promote games like Free Fire, Counter-Strike, Clash Royale, etc. As a result, they turned loving relationships into games.
Tinder Age Demographics (US Users)
Why Do Tinder Marketing Strategies Work?
Strives for originality: With its “swipe left” and “swipe right” interface, the dating app provides a dating experience that is distinct from conventional dating methods.
Focuses on instant gratification: On Tinder, users believe they are earning a reward right away when they connect with someone.
Offers an easy user experience: Users love how Tinder has streamlined and simplified the dating process.
Uses personalization: By using preference data to filter data, Tinder gives consumers a more personalized experience.
Utilizes word of mouth: Tinder’s marketing approach places a lot of emphasis on word-of-mouth promotion. The company employs student ambassadors to spread the word about the app to other members of its target demographic. Customers are more likely to trust other customers than they are to trust a brand, which explains why this has been so effective.
Conclusion
Tinder’s innovative marketing strategies have played a crucial role in its success as an online dating platform. By utilizing a variety of channels, including event sponsorships and social media marketing, Tinder has been able to attract and retain a large user base while generating excitement and interest around its brand. As the online dating industry continues to evolve, Tinder’s ability to adapt and stay ahead of the curve will likely ensure its continued success.
FAQs
What marketing strategies does Tinder use?
The popular marketing strategies used by Tinder include moment marketing, conversational marketing, meme marketing, guerrilla marketing, buzz marketing, event, and web series, influencer marketing, and Brand collaborations.
Why do Tinder marketing strategies work?
The marketing strategies of Tinder work for several reasons, including their focus on originality, instant gratification, user-friendliness, and personalization.
What is Tinder’s target audience?
The majority of Tinder’s user base falls within the age range of 18 to 25 years old. This age group is Tinder’s primary target audience. However, the platform is open to anyone above the age of 18 who is single and interested in dating.
Left swipe, right swipe. That is the focus of modern dating. Match Group, which owns the finest in dating sites like Tinder and OkCupid, looks to be at the root of it all. However, they don’t control a rival.
Bumble was born out of adversity, persecution, and a desire to rebuild itself, and it has succeeded. Tinder, on the other hand, was not going away quietly, and the rivalry has only grown. A number of cases have been filed between the 2 parties. So, what did the bumble do to deserve such scorn?
Did you know that the founder of Bumble Whitney Wolfe was previously the co-founder of the Tinder app founded in 2012?
Yes, Wolfe was among the founders of Tinder, who also served as the Vice President (Marketing). The creator of Bumble later allegedly faced numerous threats, harassment, got dumped by one of the Tinder executives who was also her boyfriend before being ousted from the company. She even sued Tinder for such happenings and it was she who started Bumble later on!
So, let’s have look at the complete journey of Bumble, including the Bumble story, history, Bumble target audience, business model, its revenue model, mission and vision, how Bumble makes money? and more!
Bumble is a platform for dating and socializing. It connects individuals with others in their vicinity for dates, informal hangouts, and corporate meetings. It was founded by former co-founder of Tinder, Whitney Wolfe Herd in 2014. Bumble is different from Tinder in that it empowers women and helps them make the first move.
Bumble Date
It’s Bumble Date, the matchmaking tool that’s at the heart of Bumble. On this platform, people can link possible love mates to outings, with women taking the initial step.
Bumble BFF
People can utilize the Bumble BFF portal to search and socialize in their area. This feature seeks to introduce you to more individuals and help you become pals with those who are new in town or have a hard time making friends. Bumble BFF allows both men adn women to have the privileges of making the first move. The bumble bff age range starts from 18 years.
Bumble Bizz
Finally, the Bumble Bizz feature offers entrepreneurs connecting options such as finding advisors in their sector, speaking with ideal interns, and launching new job prospects. Online dating is becoming commonplace in our society.
Tinder is the most widely used dating tool, and many folks find love in it. Other dating apps, on either hand, are growing rapidly and may pose a risk to Tinder’s supremacy. As luck would have it, Tinder’s co-founder is contesting the designation. Whitney Wolfe Herd, the creator of Bumble.
Target Audience of Bumble
Bumble is a dating app primarily for 18 to 34-year-olds, who can be referred to as Bumble target audience and want to make genuine social and work ties. Regardless, because of its history as a female-centric dating site, Bumble remains the app of woman’s choice. They like the idea of connecting and making friends in a safe setting.
The networking drives the app’s appeal among males by increasing the number of female members. When a large number of individuals use a brand, its value rises. Bumble’s rising community makes it easier to form positive links, which attracts more users.
Bumble began as a dating service, but its attention turned. Bumble BFF and Bumble Bizz were created recently. Amidst this, the website keeps putting women first.
Mission and Vision of Bumble
The aim of Bumble is to establish a “portal and community that empowers links in dating, life, and career.”
They attempt to do so by fostering “responsibility, fairness, and compassion in a drive to abolish sexism and redefine antiquated gender norms.” Women on Bumble are the ones to initiate contact!
“A future free of misogyny, where all connections are equal,” is what they envision.
Bumble – Founders and Team
Whitney Wolfe Herd is the founder and CEO of Bumble, who started the app in 2014. Whitney was a student of Southern Methodist University. She is later credited with being the co-founder of the most popular dating app Tinder, where she eventually managed the Marketing, being the VP of marketing. However, after certain unpleasant experiences and under unprecedented circumstances, she left the company and then later founded Bumble, where she is currently serving as the founder and CEO.
Whitney Wofle Her – Founder and CEO of Bumble
Bumble had over 700 employees when last recorded in 2020.
Tagline and logo of Bumble
Bumble Logo
Their tagline is “Shine Bright Like A Diamond”.
The color scheme is ideal for the app’s tone and purpose. The color yellow has been linked with vitality and young. But, more deeply, it’s the hue of honey, that reflects stuff most people seek from a dating site. Both variants of the logo’s font are driven by rounded, softer arcs, which are commonly linked with femininity.
How was Bumble Started?
An odious beginning
Whitney Wolf Herd started her career at the age of 19 when an oil leak spurred her to team up with a fashionista and make handbags to raise funds for rescue efforts. She also volunteered in Asia and got a job at Hatch Labs Incubator at the age of 22, where she met Sean Rad. They collaborated to build Tinder.
Many people regard Wolfe’s efforts as the basis why the app grew so big on campuses across the U.S., here’s where the conflict begins.
Justin Mateen, Tinder’s CMO and Wolfe’s employer, was one of the initial members. They started dating, which was a bad decision. They dated for nearly a year but before she ended things with him, he went nuts, abusing and assaulting her sexually. But it doesn’t stop here; when Wolfe went to CEO Sean Rad, he switched sides.
Her cofounder’s position was canceled by both Rad and Mateen. They stated that she’s just a woman and how they had five co-founders. According to Mateen, hiring a female CEO made it sound like a bad thing. They then compelled her to leave without pay.
Wolfe retaliated by filing a lawsuit against the firm, citing Mateen and Rad’s chats as proof, prompting an inquiry and Mateen’s instant detention, that he would later vacate. Rad was demoted at first, but he was later reappointed.
The case made headlines, and rightfully so: the firm she helped build was a success. Tinder had a rolling average of over a billion swipes and a $1.1 billion worth by the end of 2015.
On a daily basis, Wolfe received backlash and threatening texts. She felt everything was over. Her despair and terror were caused by the app she helped build and market. However, Wolfe was not crushed.
Another inkling
Wolfe desired to restart, but the response and hatred from the Tinder affair made her opt to avoid the dating sector entirely. Her modern approach centered on women’s security and offer comfort.
She was supposed to start a social platform for women alone. She had sketched out the entire scheme when Andrey Andreev, a Russian-British entrepreneur, who had met her and been struck by her tenacity, wrote to express his support for the Tinder issue and to brainstorm with her.
Whitney Wolfe with Andrey Andreev
When Wolfe set out her vision, Andreev claimed that her idea works like a dating app, despite Wolfe’s protests. Wolfe finally agreed after much persuasion. Chris Gulczynski and Sarah Mick, both ex-Tinder employees, were called in to assist with design.
It’ll be on Wolfe’s rules if she returned to the realm of dating apps. She often found dating habits weird, despite the fact that she had counted herself a feminist from a young age. Why did women have to obey set norms, the bulk of which were set by the guy’s actions or desires? That was going to be changed.
Wolfe launched Bumble in 2014, just months after the Tinder catastrophe, with Andreev’s assistance and Badoo’s technological worth as a portal. It was a huge hit. In a year, the firm had matched 80 million people, had 15 million distinct chats and had some fascinating unique features.
Business model of Bumble
Bumble Website
Bumble operates on a freemium paradigm. It’s a business model in which simple benefits are given for gratis, yet few premium features are available for a cost.
Bumble is a free dating portal for those over the age of 18. That’s how the firm expands its audience. The app’s visibility also motivates fresh members to join because of its wide reach. Bumble doesn’t charge to signup or interact with people. Other options such as Beeline, Backtrack, and SuperSwipe, however, cost money.
Notable freemium services include YouTube, Spotify, and Google.
Revenue model of Bumble
Bumble’s revenues mainly come from its paid subscriptions from the users. These subscriptions allow the users to get benefits in the form of more swipes and additional interactions.
Bumble, to date, has over 42 million users out of which 1.35+ million users are paying customers.
To sum up, some of the premium packages of Bumble are:
Bumble Premium – The Premium subscription of the Bumble app enables the users to check who has right-swiped them, use the incognito mode, swipe in different locations, boost their profile, set advanced filters and more.
For 1 week this subscription charges $17.99
For 1 month it charges around $32.99
For 3 months it charges around $66.99
There is also a lifetime subscription pack worth $199.99
There are 3 other premium packages of Bumble. These are:
Boost – $7.99 to $47.99 (recurring)
Spotlight – $5.99 to $49.99 one-time purchase
SuperSwipe – $5.99 to $39.99 one-time purchase
How does Bumble make money?
Bumble’s main aspects are totally free. People can call and swipe for free. Bumble makes money by selling premium add-on features like Spotlight and Boost.
The spotlight works in the same way as Tinder’s Boost does. Users access Bumble coins to stay ahead of the match line, enhancing their exposure. Once you get Spotlight, you have 30 min to use it.
Users can buy coins via the app. The value of coins varies greatly among nations and locations.
Another paid tool is Boost. This tool’s benefits include:
No swipe constraints.
Discover people that liked you.
Pairs will be prolonged for an extra 24hrs.
Enjoy endless search tool.
Interact with old buddies.
Unlike Spotlight coins, it’s not a one-time buy. All week, a monthly, 3 months, or a lifelong, purchase can be made. All three Bumble attributes: BFF, Bizz, and Date are supported with paid add-ons. Customers pay a monthly membership fee to Boost.
We all know Wolfe wished to shake things up. But how do you do it? A Sadie Hawkins dance, where a lady asks a guy to be her date, was among her influences. This was implemented in Bumble. If a girl and a guy match, only she has 24 hrs to start an interaction. Women had more power over their speech by having these possibilities.
Bumble BFF was another feature of the app that enabled women to meet other women searching for friends. About 90% of women used the app’s BFF option right away after it was released.
Bumble BFF
Plus, Bumble’s collaboration with Vital Voices implies that the business funds to a woman-focused NGO for every 1st step taken on the app.
These aspects contributed to the app’s success. Bumble had 22 million active members as of 2017. Bumble experienced a 70 percent year-over-year increase vs Tinder’s 10%. Her firm earned over $100 million in 2017, and she was named one of Forbes’ 30 under 30. Everything was fine, but it was about to get ugly.
Startup Challenges faced by Bumble
As you may recall, Wolfe sued Tinder, which resulted in Mateen’s exit and Rad’s demotion. It didn’t stop there, though. Because Bumble had received a deal by the mid of 2017. Someone demanded $450 million for it. The Match Group was that someone.
As a result, it felt that bumble, the app that wish to break free from Match Group, might wind up inside its dating app shell. The sale was denied by Bumble due to a poor bid, but the back-and-forth that ensued was lengthy.
Bumble had to present key papers that demonstrated its true worth as lieu of the potential buyer. The Match Group retaliated by pulling out of the deal.
Tinder said in February 2018 that they would add a women-talk-first choice, which was nearly identical to Bumble’s initial concept. Tinder disputed any misconduct, stating that the concept came from approaching women and understanding their needs, even going further to declare this was voluntary, demonstrating that it’s not the same.
Match Group then fought back, filing a lawsuit against bumble, claiming that it was a replica and that two former staff had leaked info. They even argued it was a trademark breach to use the word “swipe” in a dating setting. Bumble retaliated in an unusual way: via an open letter. “Match Group, we swipe left on you.” When Bumble sued Match Group for losses, it resulted in a $400 million countersuit.
Bumble open letter to Match Group
Experts believe that it’s not a legal struggle over artistic material custody, but a statement from both sides to funders. Do you want to put your money into a tyrant or a wannabe?
As if it wasn’t terrible enough, Wolfe was dealing with her own problems as allegations arose linking Andreev to misogynistic tweets as well as discriminating behavior at Badoo, the same reason she had quit Tinder in the first place.
It was now going on at Bumble’s parent business. Yes, Andreev stepped aside and subsequently sold his shares to the UK financial firm Blackstone, but Wolfe was now in charge of Bumble in the midst of the scandal.
Wolfe reaffirmed her commitment to a healthy corporate culture, but the charges and events (including Andreev’s resignation) are hindrances she must deal with as CEO of bumble. She even modified the software to filter out any inappropriate, vulgar picture and alert users about the potential for nudity. Users can relax thanks to the aptly titled Private detector.
Bumble has an in-app call option, but both users must opt to use it. And the world favors dating. Bumble is making progress. It boasted 66 million subscribers and profit by the year 2019. Given the struggles, this ship is at best travelling in the right way. Wolfe, on the other hand, isn’t decelerating.
Competitors of Bumble
Clover Inc
Clover Inc is among Bumble’s main rivals. It was created in 2013 and is headquartered in Toronto, Ontario. Clover Inc, like Bumble, works in the social media space. It earns 2.62% less income than Bumble.
Tinder
Bumble’s main competitor is Tinder. It was created in 2012 and is based in Los Angeles. Tinder, like Bumble, is a social networking app. Bumble has 100 fewer staff than Tinder.
Happn
Bumble’s 3rd main competition is Happn. Happn is a private firm based in Paris, Île-de-France, which was created in 2013. Happn, like Bumble, operates in the Social Media space. It has 510 fewer staff than Bumble.
Future of Bumble
Wolfe has been engaged in a lot of issues, notably local policy. She even went further to demand that the law be changed to make online sexual abuse more punishable. In terms of the conflict with Match Group, Bumble has dropped out of the $400 million countersuits, while Match Group has not.
They’ve gone further to claim that the pandemic has led bumble to prolong the legal procedure. But, looking back, it feels that Wolfe’s young but stormy career always was encircled by toxic settings, and she has persevered. Bumble isn’t decelerating: Wolfe revealed intentions to go public in 2021, with a valuation of $6 billion.
Conclusion
Bumble is revolutionizing the online dating industry and is setting an example for empowering its members that rival firms should take note of, thanks to its exponential rise since its start in 2014.
All I can say is, who thought dating could be so tricky?
FAQ
How did Whitney Wolfe Herd start Bumble?
Whitney Wolfe Herd started bumble with the help of an Russian investor Andrey Adreev.
Who is the CEO of Bumble?
The CEO of Bumble is Whitney Wolfe Herd.
How does Bumble make money?
Bumble makes money by offering a paid subscription, called Bumble Premium, to its users.
Who created Bumble or who is the founder of Bumble?
Bumble has been created by Whitney Wolfe Herde. She was helped by Andrey Andreev in her efforts.
Does bumble cost money?
Bumble doesn’t cost money initially because some of its basic features are free to use. However, when it comes to unlocking its advanced set of features like advanced filters and profile boosts, the company has other plans like:
Bumble Boost Plan – This is $16.99 for a month, and helps the users have the facility of unlimited likes and “rematches.”
Bumble Premium subscription – This subscription of Bumble costs $39.99 for a month. It also has another option of a lifetime plan, which costs $229.99.
Is Bumble bff only for same gender?
Yes, Bumble bff is only for the same gender where matches can be made girls for girls and boys for boys.
What is the best time to use spotlight on Bumble?
Spotlight of Bumble is a special feature of the app, which makes it possible for the Bumble users who are enabled with Spotlight to advance their profile to the top of the stack so as to stay viewable by the people instantly.
The best time to use bumble spotlight in India is between 8 pm to 10 pm on Sundays of the week. This is because it has been assessed that this is the time that sees most of the Bumble users are browsing.
If you, by some method, go back in time, about some decades ago, you would be surprised to see history. It was a time when there was no internet, no technology (or very basic tech) and people had real friends and no Facebook friends. It was a time when dating was hard and not accessible to everyone. Cut to today, we have dating apps and you can find your soulmate with a swipe.
If you try and explain this to your grandpa or ma, they will get a mini shock. Society is assumed to have opened up with the dawn of the internet era. The internet has changed how we live our lives, how we set our goals, and what we considered an ideal life. It has changed how we date too, how a relationship starts, and everything about finding love.
Have you ever wondered what dating will look like in the next decade? This article talks about future dating trends and the businesses that are disrupting how people date. Key crucial players like Bumble, Tinder, and Match do a lot of trailblazing acts in this domain. Let us see some of the most important predictions.
If you are a Gen Z, you probably know it more than we do. Dating today is easy, or that’s what the dating apps say. You log into a dating service aggregator and you find your matches. You swipe right to the ones you like and left swipe the ones who you find non-compatible. Sounds easy right, cause it is.
Online dating apps have made meeting new people easy but it has also changed how we see relationships. It is true that you will not find your soulmate sitting at your home, hoping that someday you will bump into the love of your life. That does not happen, or does it?
Kidding, it only happens in Bollywood. In reality, you have to get into a relationship with a lot of patience and hit and trials. As the famous movie ‘Dear Zindagi’ embodies, finding the perfect partner is like selecting a perfect chair among all the chairs in your world. This is a good analogy and a great marketing pitch for the dating apps out there.
A Detailed Look at the Future of Dating
You might think that in this segment of the article, we will talk about humans getting into relationships with robots. Let us not get too carried away with our unnatural and fiction lover brain.
There are, however, great prospects for dating in the future. It is always exciting to see how people will meet each other in the next five, ten, or twenty years. I mean, it was insane to think that in the future you would be able to meet your soulmate with just a swipe but here we are, swiping and hoping to stumble on the love of your life.
“In the next few years, dating is going to be extremely individualised. We’re going to hone in on our preferences, from looks to location, just like we do when ordering food. That doesn’t guarantee happiness ever after, but it does give you a good shot at it because you’ll be able to weed out people more quickly.” —Kristie Overstreet, PhD, clinical sexologist and psychotherapist
The Age of Artificial Intelligence
Yes, it is everywhere. You cannot see it but artificial intelligence has its existence everywhere around us. From your smartphone camera to your Netflix’s recommendations, AI is the hidden fuel. Not so hidden that it can’t be seen but hidden in a sense that you don’t actively think about it. Artificial intelligence is a technology that is already being used in multiple domains.
As the name suggests, it is intelligence that is artificially built. It simply means the intelligence that is incorporated in a computer by a human, so that the computer can exhibit some intelligent replies and actions. There are robots in the world that can defeat humans in chess.
If you get a flattering text from someone, it can possibly be a wit originating from a robotic mind. Yes, this can happen and probably happen somewhere.
“We’re literally going to have technology help us craft responses, write up our online dating profiles, flirt, interpret messages,” says dating and relationship expert Andrea Syrtash, author of He’s Just Not Your Type (And That’s a Good Thing).
All these sorts of artificial intelligence will help us appear good and legitimate to our match. This will eventually help you with better dating life. This is cool, isn’t it? Big fat and real update.
Ghosting will not change much
Ghosting is here to really stay for a longer time. One should get used to the habit of disappearing without a proper and legitimate explanation. It is hard for a very basic human behavior to vanish out of sight. Tech will tighten the loose ends but it will not change rigid attitudes.
“People have tried to avoid rejecting others for the entire existence of of humanity, and I don’t think that’s changing”Jess Carbino, Bumble’s resident sociologist
The Age of Marrying
If you look at the average age of a woman marrying, you will get the age to be 30. If a woman wants to marry, it is probably the last age. Past that, the chances are small.
According to the 2018 census and data, the age now hovers around 27. Which is 7.3% older than the average in the year 2008. This change is observed as the earning capacity of a woman is rising. It is also seen that fertility-extending options are also in big demand. With methods like egg freezing, the age of marriage is likely to increase.
Relationship expert Susan Winter predicts that Gen Z will “hit it and commit it” instead of defaulting to the “are we or aren’t we?”
Even if someone considers getting married and settling down, the apps will offer a lot of personalization.
Virtual Reality
If your reality does not excite you anymore, behold to the new entrant. Virtual Reality is here to change your reality. Change here means for the better of course. It is not even a future anymore, it is here, growing rapidly.
Virtual reality has the power and potential to almost kill the whole game. You can soon go on a date with anyone in the world and you could be looking right into their eyes. Thanks to virtual reality, which could allow you to have your first meeting with someone in your living room.
“Face-to-face meetings will always be critical, at least for long-term relationship formation. Cues that can’t be picked up online or by a technical apparatus are really important: You care about how someone smells; you care about being touched.” — Jess Carbino, PhD
Equal handedness
Heard of the MeToo movement? That is what is going to be the basis of future dating trends. It is about safety and equality for both genders. People have been vocal about it the most lately and it is thought to be the right thing to do. A relationship is just equality distributed among two individuals.
“There’s been an increase in public consciousness on what is acceptable in terms of behaviour,”. “If you’re empowering women to advocate for being treated equally in the workplace, the natural extension of that is, shouldn’t I be treated equally in the place I’m supposed to feel safest, which is in my romantic relationship?” says Jess Carbino, PHD.
Social media will boost relationships
Yeah, apart from the scrolling and sharing that we all do throughout the day, social media is expected to grow new relationships. It is contrary to the common social media belief. On a social profile, everyone wants to look their best and that will create a wall of difference in the reel world and the real world.
More Long Distance relationships
Heard people say that Long distance does not work? Be ready to hear more of these dialogues. As researchers say Long distance is here to stay and is not likely to change in the near future.
As the world gets more and more remote, this change could shift but it is likely to remain in the future too. But ultimately, you gotta have to settle with the love of your life, that is what we call a ’successful relationship’ don’t we?
Language hindrances
Thought that French girl/boy is out of your reach and your regional language barrier, not true in the future. Language barriers will definitely fade away. What is the use of the internet and all the high technology if we can’t even date a person with a different language? 2024 is the year experts predict AI will surpass humans in translating languages. It is after all a serious matter.
We have discussed all the probable aspects of the dating world in the near future. There is however a lack of discussion about the current trends. The trend of today and the trendsetters of today. If you look in the dating world, there are two important trendsetters, Bumble and Match Group.
They have been able to create an amazing brand name for themselves. There are many differences that set them apart from the norms in the market. They both can be said to the market leaders in this domain. What makes them this great and why do people use them. And most importantly, what are the different things which these two offers. Let us see both of them at a glance.
There is a very low probability that you haven’t heard about this name. Bumble is a super famous dating service provider. It was founded in 2014 by Whitney Wolfe Herd. Whitney was an early employee at Tinder (Another dating service) and after an unpleasant departure started her own quest of finding the perfect dating service.
Years into the making, she found Bumble, which now operates two primary dating apps – Bumble and Badoo. It is the fastest-growing dating service, which is centered around women. The service also motivates women to make first moves, the app from Bumble requires females to message first.
On the other hand, Badoo was an older and somewhat mature business that originally pushed the dating market to new extents. The merger that happened between the two businesses made them work together to scale new heights in this dating domain.
The new umbrella name is ‘Bumble’. It now has the knowledge and skills of the mature old brand, Badoo, and a fresh new innovation with Bumble. According to the reports, it is said that there are about 40 million combined users and out of the 2.4 million are paying users. It is also reported that most of the free and paid users are shifted from Badoo.
Growth Numbers of Bumble and Match Group
For the full fiscal year of 2019, Bumble and the combined community grew its revenue by 36%, that is 489 billion dollars. Despite ignoring the user base and the numbers associated with users, the Bumble app is said to have generated most of the total revenue.
The app also has amazing scaling abilities in itself which makes it clear that it is the pioneer in this market. Reports say that there are about 40 million users on Bumble. Out of the said 40 million users, about 2.4 million members are paying members. Which contributes to the revenue of the behemoth organization.
Except for the 289 million dollars that the giant made in 2019, both Bumble and Badoo could be seen with a real cash income of $92 million. The bumble app grew in the year by looping 70% compared to the other Badoo that grew just about 8% alongside other apps in the daring world.
Over the first nine months of the year 2020, the growth became a little stagnant. We saw that decline in growth rates as the pandemic started to spread across all boundaries. That slowed growth affected the whole company and every app saw some same trends.
Among both Bumble and Badoo, the revenue grew by just about 15 percent and the daily operations at the company shifted focus from profitability to not so much profitability. Albeit the fact, the app did really well in the pandemic, as it introduced appropriate dating norms, matching the covid 19 precautions. As the lockdowns loosened, the app did well and made a good comeback in the dating markets.
One of the biggest reasons behind this amazing growth of Bumble is its wild and viral nature. The app promotes first messages by women and it is also vocal and viral on the social media domain.
Let us see another behemoth organization that is trying by all its might to change the dating world for everyone. This one is known as the Match Group. It is a group of many individual strong entities, which strive to provide a seamless dating experience. Let us see what is up with the match.
In the most recent quarter, the match group reported some 10.8 million as total average subscribers. Out of all the user base that the group has as of now, about 61% of that comes from the popular dating app Tinder.
In the first nine months of the year 2020. Match Group delivered much more revenue than Bumble. Stats say that the Match group did 318% better in terms of revenue than Bumble. The free cash flow that the Match Group generated was also huge. The free cash generated was about 500 million dollars.
As the name suggests, the Match Group is a group with many small organizations. Those organizations which are to be referred to as brands are very famous and you must have heard some of the names.
The Match Group includes Tinder, Hinge, Match.com, OkCupid, and many more dating services. They are very familiar names because they spend a lot on visibility and marketing. That is one of the reasons why the Match Group has been able to stand firmly among all the changes.
Bumble Vs Match Group
Bumble reported an ARPU of 18.48 dollars per than the ARPU of $0.62 reported by the Match Group. ARPU here refers to the average revenue per user. The average revenue per user is an important metric that is used to compare profitability and scalability.
Bumble did better in this metric than the match group. It is, however, important to notice that Bumble and Match Group do not use the same method to report their users. There is a difference in ways too.
Along with metrics like ARPU and others, there are many more metrics on which a company can be judged. For example, the revenue comes directly from the customers.
One of the most important revenues sources is in-app purchases. Bumble and Match group both offer small in-app purchases across their services that add to their revenue.
Bumble classifies a “paying user” as anyone who has purchased a subscription. On the other hand, Match reports only the average number of users who have purchased subscriptions. The different methods to categorize paying users are something that makes all the difference. The difference that is created out of this, is even considered heavy on the match’s side or in the match’s favor.
While it is exciting to pin someone as a loser and celebrate a win of the other, it is not always a result. Online dating is a new trend and it is seen as a hot topic that will be here for a long time.
Bumble is here to stand the tides and the brands operating under the Match Group are also ready to explore and innovate. Both the companies, Bumble and Match Group, are ready for the future and have the trajectory that is needed to ace the long-term game and it continues to grow.
Dating services like these are bound to excel in the revenue game when people want to search everything online. When people first started searching for their soulmates online, these trends were hard to predict. But now, with the significant and sustainable growth in dating services, it is proved that online dating is here to stay and grow. With that being mentioned, Match Group has better prospects according to us, as it is not an individual organization trying to fit in.
Moreover, dating apps mostly live as a trend and die as a trend. The most famous apps are created when people experience something viral and contagious. The growth and upscaling and the life cycle of a dating app are much like a video game.
If there are not enough people on the app in the first place, there is no hype and motivation for others to join the game. Bumble is seeing good growth right now and has a good future for itself.
The Match Group on the other hand has plenty of diversification. It most probably entails a good amount of customer data that can help in acquiring more customers. It is also to be mentioned that Match Group is a big and multiple organization with diversifications and Bumble is more of a standalone brand trying to grow. The future is exciting when both these big names create it for us.
In this article, we discussed how dating has changed over the years and now is becoming online and digital. With no offense to real conversations and offline meetings, this new thing of online dating has changed the table, hopefully for the good.
It is speculated that in the future, there will be more virtual dates, increased age of marrying, and a more holistic detailed, and personalized approach to selecting your soulmates. Dating apps will do the personalization for you.
The topmost leaders in the dating segment are Bumble and the umbrella organization “Match”. Match entails famous brands like Tinder, OkCupid and a couple more brands. With more diversification, Match Group is seen as a safer bet for many.
On the other hand, individual metrics like the ARPU count are better with Bumble, the standalone warrior. It might be exciting to declare a winner but what is more exciting than this is the future we are stepping into. As both these behemoths ease our search for soulmates, there is a huge space for both of them to prosper and scale great heights.
FAQ
What is the best dating app 2021?
Bumble, Tinder, OkCupid, Hinge, and Happn are some of the best dating apps.
What dating app has the highest success rate?
eHarmony is an online dating site launched in 2000 that has one of the highest success rates.
Which is better match com or Bumble?
Match com generates more revenue than Bumble from its paid services.
The Internet has brought the world into our desks and pockets via our laptops and mobiles. From shopping to dating almost everything can be done online now. Imagine meeting your imperfectly perfect match just by swiping right. Well, thanks to the internet, this is the reality now. Dating apps are now helping users to find their new romantic partners, renew older romances, strengthen social connections, and reinforce friendship bonds as well.
Generation Z has taken a huge interest in online dating because now, it is easier to find a person online whose interest matches with them. People don’t have time to even have proper food in this fast world, so sometimes dating can be out of the question. Online dating on the other hand solves this problem, it is not time-consuming plus it also saves money and energy.
The craze for online dating has increased in such a way that reports claim 38% of relationships happened through online dating. In recent years it has become a widely accepted phenomenon. The free access to various features of dating apps to find potential partners is what makes it more appealing.
Plus there is no boundary, one can be in the South Pole and will be able to find a partner who is residing in the North Pole, basically from any corner of the world.
“You are my only ‘swipe right’ among the million swipe left.”
-Firdouse Malasha
In this article, we will discuss how the dating business has evolved over time and how it has become a big part of the economy in recent years. So let’s get started.
For those who are not familiar with dating apps, these are online applications to meet new people and find potential partners. While earlier, people had to form connections within their circles or via random meetings, where the association or the circle itself was really small and the opportunities were much lesser, now we have the online dating apps the popularity of which are rising each day. The rise of online dating and dating apps has made the world a smaller place that what it used to be and that too, easily navigable based on similar interests.
The GPS location in dating apps gives out an option to match people within the user’s radar, which the latter can use to his/her benefit and meet local friends, lovers, and new connections.
Although Tinder is not the first dating app in the world it still takes the pride to call itself the app that changed the way of dating on a global scale. Tinder was founded in the year 2012 by Christopher Gulczynski, Dinesh Moorjani, Jonathan Badeen, Justin Mateen, Sean Rad, and Whitney Wolfe Herd.
This app matches the users with other users who are nearby and who have similar interests. With over 66 million users, Tinder has become one of the most popular dating sites in the world. Tinder bears the flag of finding partners through smartphones irrespective of gender and sexuality. Probably the best feature of this app would be to swipe left if not interested and swipe right if there is a tiny spark in your heart.
Tinder
According to reports, online dating is the second most popular way of finding potential connections in the United States. However, Tinder is not the only popular dating site anymore.
People spend an average of 10 hours a week on dating apps. With plenty of dating apps now in the market, the dating business has noticed strong competition. Covid-19 played another huge role in this matter.
While being confined in homes, dating sites became sort of an only option to find connections during the time of isolation. Although teenagers and new adults were already involved in this and were users of these dating apps, currently the millennials are also indulging themselves in this.
Some of the most popular dating apps apart from Tinder are mentioned down below.
It is one of the fastest-growing businesses in the market, gone are the days when going on a date with a stranger was frowned upon. With new apps finding their way to garner people’s attention, it is easier to find partners online rather than offline.
Bumble, for example, made people’s heads turn when it was launched in 2014; it became the first online dating app that lets women make the first move. Apart from the swipe left and right method, these apps also started matching people based on similar interests and who are nearby them.
Now there are hundreds of dating apps that can be found in the market with different features they are giving good competition to each other. The pandemic completely changed the way people used to interact.
Tinder stated in a report that 2020 was one of the busiest years for them and in a single day they recorded 3 billion swipes. Thanks to these applications, from casual encounters to finding the perfect companion, everything is being possible and is now welcomed by people with open arms.
The total revenue of the dating app market in the year 2021 was $3.08 billion and by 2021 its worth has grown even more to become $5.3 billion. The dating apps industry is not only a large sector that is just thriving but continuously growing too. The global dating app users were reported to be 185 million in 2015, which exponentially increased to be around 270 million when last measured in 2020.
Now when it comes to revenues, the dating apps industry has brought in revenues close to $3.08 bn in 2020 and it is estimated to grow to cross the 5.5 billion dollar mark in 2025.
How much money do dating apps make?
Looking at the staggering rate at which the revenues of the dating apps are increasing, the dating apps are making quite something out of their users. The world-famous dating app Tinder has a valuation of around $10 bn as of 2022, which is quite impressive.
Tinder, the leader of dating apps takes the cake here making a whopping $1,469 per minute, or $88,143 per hour, while the female-friendly Bumble app is reported to be earning $172 every minute.
How do dating apps make money?
The dating apps make money through numerous subscription plans, in-app purchasing, advertising, and freemium.
Using these apps most of the time is free but to get access to special features and to get more profile visibility often there are some purchases that need to be made. As dating apps particularly follow the notion ‘First impression is the last impression’, the increase in the market for grooming products for men is very much evident.
Conclusion
In the time we live in almost everything can be done with the help of the internet. Going on an offline date seems more costly so people are turning towards online dating services thus meeting people and making connections online has now become the new trend.
Especially during Covid-19, the numbers of users have doubled in several apps like Tinder, Bumble, Aisle, and others and at this rate, the dating business market is only going to increase.
FAQ
How much Money does Dating Apps make?
As per a report in 2020, the global dating app revenue is $3.09 billion.
Which Dating App Makes More Money?
Tinder consistently placed itself in the ranking of top 10 biggest-grossing apps every month.
What Dating App Has The Most Users As Of 2021?
With 57 million, Tinder has the most users as of 2021.
How to market a dating app?
Marketing a dating app is not as hard as you might think of. If you already have a dating app and you need to market the same, then here is a list of some amazing tips that will help you market a dating app without worrying a bit:
Tinder is a dating app available on both iOS and Android. It was founded by Sean Rad, Justin Mateen, Whitney Wolfe and Jonathan Badeen in 2012. It works on a simple mechanism which is if a user likes someone they swipe right to like or swipe left to dislike.
Tinder users must be over 18 years of age and should have a Facebook account. The app now allows Instagram and Spotify integrations; you can use the audio and pictures from your profile on these social media platforms within Tinder.
Research has shown that there are 50 million active users on this dating app who check their accounts 11 times per day while spending an average of 90 minutes daily. The app is now available in 196 countries around the world and is estimated to match hundreds every second.
Tinder is a dating app that allows users to view potential visitors within a pre-defined radius and who are above 18 years old. Daters can swipe right to “like” a profile and left to reject it. Two people who “like” each other’s profiles are considered a match, and they can then start sending messages via the app. The application provides a facility to report people who may be aggressive in any manner.
How to Use Tinder?
Setup your Profile
Tinder Signup Page
When signing up on Tinder, you provide personal information like your name and age. This is the bare minimum. You then need to set up a profile pic.
Add a Bio
Tinder Bio
You have to write a little about yourself or leave it blank. Remember, this is the section where people get creative. After choosing what interests you in your age and distance range, you’re ready to swipe.
Swipe Left or Right to Like or Dislike
Tinder Swipe Page
Clicking on someone’s picture will bring up their entire profile, and Tinder has added new features like ‘Super Likes’. The number of freebies (such as swipes) is limited per day.
Wait for the Match
Tinder Match
If someone likes you, you’ll get a notification, even if you’ve never seen their profile. You can then choose whether to reply or not. You get a match if you like the other person and they are interested to connect with you. Both of you will be informed and then it is up to one of you to make the first move.
Tips For Tinder Users
Tinder Business Model – How Tinder Works?
Tinder has to make a profit to keep it running, so how does it generate revenue?. From Tinder’s statistics, we know that Tinder attracts a lot of users but What is Tinder’s business model?. Tinder follows a premium-based model to earn revenue. There are 2 versions of the Tinder business model:
Tinder Free Version
The free version provides almost every feature of the dating app, and most users use the free model. The free version comes with in-app ads, thus relying on advertising. If you want to get rid of annoying advertisements, you have to buy the premium version of Tinder. If you want to use Tinder without paying, bear with those ads!
Tinder Premium Version
The premium version of Tinder has 2 plans. The first is Tinder Plus, and the other is Tinder Gold.
By purchasing either of the two plans, you get rid of the in-app advertisements. No more annoying advertising, yay! In the paid version of Tinder, you can choose between the Plus and Gold subscriptions.
You can make monthly, half-yearly, or annual payments. Tinder Plus costs $9.99 for users under 30 and $19.99 for users above 30 years. Yes, Tinder will charge you more if you are 30 or above!
Tinder Sponsored Profile
Tinder Sponsored Profile
Various events and corporate entities are now partnering with Tinder to show their sponsored content as profiles. It starts at $9 and may vary depending on the location and user requirements.
Tinder Boost Profile
Tinder Boost
Promoting your profile increases tends to increase views by 10 times as well as 3 times more matches. The price range is $1.99 to $3.99 per promotion.
Annual Revenue of Tinder
Tinder Marketing Campaigns
With more than 5.9 Million subscribers spread over 190 countries, Tinder is the second most used app of these times. Even after the release of so many new dating apps Tinder stands tall holding 50 percent business of Match Group. With all these users spending an average of 90 minutes daily Tinder is a potential marketplace.
Ex Machina Campaign
Tinder Ex-Machina Campaign
Digital marketers uploaded profiles of 25-year-old AVA on Tinder just before SWSX 2015. They later revealed at the festival that she is a character from the movie. Many people swiped right for AVA and had a great conversation just to know that she is a robot, character from the movie Ex-Machina. This campaign was a huge success.
Domino’s
Tinder Dominos Valentine’s Day Campaign
Domino’s launched a campaign for their customers on Valentine’ day. The campaign displayed heart-shaped photos of Pizza to both male and female profiles. If a user swipe right, they’d be matched with Domino’s and would get an opportunity to win Valentine freebie and offers.
Atlanta Hawks
Tinder Atlanta Hawks Campaign
Atlanta Hawks the American professional football team created once in a lifetime experience for football. They hosted the ‘Swipe Right Night’ campaign, where users who right swipe would get a chance to win ‘Love Lounges’ filled with tinder users interested to meet other Singles.
Bud Light
Bud Light is the first brand to experiment with video advertising on tinder. The campaign encouraged users to swipe right for the chance to win free event passes where they can meet the love of their lives.
Amnesty International
Amnesty International Campaign on Tinder
Not only this but Tinder has been used to conduct campaigns for the social cause. Promoting women empowerment by launching a campaign on Woman’s day is one great example. Amnesty International used the platform to increase awareness against forced marriages. They posted images that lead to the Make a Choice website, where users were asked questions like marry for money or marry for love. The one answering marries for money was led to another site explaining why it is wrong and how kids are sold and forced to marry for the sake of money in some countries.
Tinder holds a huge potential to become the best marketplace if you get creative with your campaign. While doing so you get access to an active millennial audience.
The dating app advises never to give personal information such as social security numbers, credit card numbers, bank information, or work or home addresses.
Likewise, users are advised never to respond to any request to send money, especially through foreign or wire transfers.
Maintaining conversations on the platform is encouraged as ‘bad actors’ will try to move the conversation to text, personal email, or phone conversations.
Before meeting anyone in person, it is advised to let users know online when using Tinder.
While meeting, always meets the person in a populated, public place. However, it’s okay to have some meetings in a private or remote place, and sometimes in your home or apartment.
It is important to let friends and family members know when and where you are going.
Organize your transport.
Stay calm during the date as consumption of alcohol and/or other drugs can spoil your decision and possibly put you at risk.
It is important to keep a clear mind and avoid anything that may put you at risk. Keep an eye on beverages that can be mixed with synthetic substances.
If you feel you are in an unsafe area, turn off the “Show on Tinder” function found at the bottom of the settings page.
SWOT Analysis of Tinder
Strengths Of Tinder
Tinder is counted amongst the leading mobile app providers for dating services and communication opportunities for users. The company has developed applications that have become extremely popular among customers, courtesy of the high demand for dating services today.
Tinder strives to diversify its products and services. And this strategy has enhanced the company’s brand value. Diversification helps Tinder to reach a wider customer base and penetrate new areas in the market.
Tinder can track information about social network users to gather information and create the right mails for its users. The information collected by the company is important as it helps to maximize customer satisfaction and enrich the company’s database.
Tinder is inexpensive and easy to use. This user-friendliness is a USP for Tinder.
Weaknesses Of Tinder
The vulnerability of information pertaining to Tinder’s customers is one of its major weaknesses. Even though Tinder attempts to maintain the anonymity of users, the problem of the potential revelation of information still exists.
The problem of users’ prediction and aggressive behaviour is another weak link. Some users tend to go over-board (lewd comments, etc.) and this can harm Tinder’s status and reputation. The consequence is potential lawsuits filed by customers who feel offended while using Tinder.
Users on different social networking sites like Facebook tend to protect their information from access by third parties such as Tinder. This hampers the dating app’s ability to create the right “match” between its users.
Opportunities For Tinder
Tinder can maintain its stronghold in the dating segment by bringing in new features to its app.
The company should increase its position and stand in other services and markets. And it’s leaving no stone unturned for diversification.
Tinder has the opportunity to facilitate communication and interaction between people and help them improve their personal lives. This achievement will improve Tinder’s public image and increase its brand equity.
Threat For Tinder
The main threat to Tinder is the increasing competition in the online dating and match-making segment. The audience is now exploring new apps that challenge Tinder’s market standing.
The rapid advancement in technology increases the emergence of new rivals and alternatives that can potentially remove Tinder from the picture.
Finally, the company is continually exposed to legislative changes that may interfere with its operation. Such amendments can make tracking users’ information difficult and derail Tinder’s strategy, structure, and functioning.
FAQ
What is Tinder’s strategy?
Tinder has created a freemium strategy where the swipes are limited and if you want to swipe more you have to pay for the subscription.
Who is Tinder’s target audience?
Millennials are the target audience of Tinder.
What are the weaknesses of Tinder?
Users are not completely anonymous on the platform, many users go overboard (lewd comments, etc.) and this leads to lawsuits filed by customers who feel offended while using Tinder.
Marketing is the most important aspect of any business. It not only helps to publicize the business but also contributes to its growth, profit, and success.
With the advent of digitization and the whole world shifting online, even marketing is going online. Online marketing and advertising are like the basis of a businesses’ success.
Nowadays, we have various kinds of online marketing. These include email marketing, influencer marketing, social media marketing, etc. Another important kind that is gaining rapid popularity is meme marketing.
Meme marketing is the latest trend these days. Promoting a product or service while making people smile and laugh, what is better than that? So, keeping this in view, various top brands are now indulging in meme marketing.
A meme can be described as an image or video which is often amusing. These media circulates all over the internet at a rapid rate. Such images or videos have huge popularity over all the social media platforms.
The media may contain expressions, dialogues, or famous personalities. When these get presented in an amusing way, it then becomes a meme.
What is Meme Marketing?
Explaining Meme Marketing
In simple words, when a brand’s marketing strategy includes the use of memes, it’s called meme marketing. Meme marketing is no less than an art.
It is an art by which the brands display their discounts, deals, and their promotions in a meme. Then they implant these memes in the meme community.
The meme community consists of the people who create and share memes. This source can be standup comedians, influencers, YouTubers, etc. Brands approach them for their marketing through memes.
Netflix Meme
Importance of Meme Marketing
Meme marketing is one of the latest trends in the field of marketing. It is now used by various brands and businesses to promote themselves. The following points show the importance of meme marketing in today’s time:
Meme marketing helps a brand connect with its customers. It offers a connection that is more casual and interesting. It offers a humorous way for the brands to market their product and services.
Gone are the days when marketing was done only through tv ads and newspapers. People spend more time on social media. Meme attracts a huge audience, which makes it the most important marketing method. It helps a brand earn more engagement towards itself.
The best part is it is a cost-effective method for the brands. Meme marketing is a creative way of marketing. It helps a brand to develop a close relationship with its customers and helps the brand to reach a wide audience by leveraging the meme community.
Brands That Employ Meme Marketing in their Marketing Strategy
Nowadays, most brands understand the importance of keeping up with the trends. One such trend is meme marketing. Looking at its importance and power of virality, various brands now indulge in meme marketing. Some of the brands are as follows:
Zomato
The moment we think of ordering food, Zomato is probably the first name that pops up in our heads. This brand is a huge success and there is no doubt about it.
Zomato Meme Marketing
Recently, the brand is gaining huge popularity with its meme marketing. When you open Instagram, you will find various memes by Zomato. They use super creative and relatable memes for their advertising. Be it a new series, old dialogues, or anything else, Zomato seems to have a meme for all.
Zomato Meme Marketing
Brand Factory
Brand Factory offers a variety of brands under one roof. They even give great discounts making it the smartest price seller. Keeping up with the trend, the brand has also inculcated meme marketing in its strategy.
Brand Factory Meme Marketing
They share various relatable memes for promotions. Sometime back, it made use of a viral Indian meme- “Hello Fraands, Chai Peelo”. They used it with a change “Hello Fraands, Shopping Karlo”. This meme by the brand went viral and gained huge popularity.
Disney+ Hotstar
The OTT platform is a source of various latest and old movies and shows. This Indian brand likes to gain and retain its audience. So, it has taken a dip in the sea of meme marketing.
Disneyplushotstar Meme Marketing
Hotstar combines dialogues from various shows and movies to create a meme. The brand even makes Instagram reels to keep up with its meme marketing strategy. They recently used a scene from the movie ‘Kali’ to depict the Monday mood. This way, the brand can create a bond with the audience.
Netflix
The OTT platform has a great fan following for itself. Netflix is like an added best friend for today’s generation. It engages in a super creative and effective meme marketing strategy.
Netflix Meme Marketing
Netflix has reached another level of this strategy. They have created an Instagram page called ‘Netflix is a joke/ Netflix Comedy’. This page is wholly denoted to sharing the meme content. The brand even asks its customers to create shareable memes. This makes the customers more active and in turn, helps Netflix to gain more audience.
Netflixisajoke Instagram Page
Tinder India
The super popular dating app has also included the dose of meme marketing. The brand makes use of memes in various creative ways. They make memes related to zodiacs, movies, festivals, and more.
Tinder Billboard Advertising
Tinder also includes meme marketing through influencers. The influencers in the meme community help the brand to gain popularity. It also helps the brand to leverage the influencers’ audience as well.
The younger generation possesses more buying power. Most of this generation is dependent on online sources rather than offline sources. They spend a lot of their time on social media.
To gain this huge customer base online, the brands must make shifts in their marketing strategies. One of the most lucrative and effective ways is to inculcate meme marketing.
Memes are now a means of communication for the youth. Picking up a meme context and adding a promotional aspect to it is the creativity every brand must follow these days.
It helps a brand to deliver its message in a fun way. Memes are something that goes viral so quickly. This means more audience. Thus, this strategy is too good to be missed by the brands.
Conclusion
Meme marketing is the latest trend in today’s world. This marketing strategy must not be missed by any brand. Creating memes for a brand not only helps to gain trust and popularity but also attracts more customers to the brand.
A meme that has some fun, quirky, and witty elements is perfect. This marketing strategy is super effective that has a knack for creating a place in the audience’s hearts.
FAQ
What are the top brands that use meme marketing?
Netflix, Zomato, Brand Factory and Tinder are some of the top brands that actively use meme marketing.
Is meme marketing an effective marketing strategy?
Meme marketing is a great way to market your brand as it increases your brand visibility and engagement.
Are you fed up with dating apps that focus only on hookups rather than seeking true love? TrulyMadly is around to assist you with it.
TrulyMadly is India’s top and most credible dating app, with over 7.5 million members. It lets you find a soul mate and form meaningful, long-lasting connections. It’s matchmaking and love locator software that helps you locate your lifelong partner.
You can use the TrulyMadly app to expand your social network, make new connections, and interact with others who are suited. TrulyMadly allows you to un-single and starts afresh with a newfound lover.
In India, TrulyMadly is a well-known dating app. Their mobile app was released in August 2015 and has around 1.5 million installs. It boasts that 20% of its members are females. Sachin Bhatia founded TrulyMadly alongside Rahul Kumar and Hitesh Dingra.
TrulyMadly is a dating app that offers a patented social algorithm for suitability and a rigorous authentication system to assist individuals to discover their real love. TrulyMadly is a membership platform with a gamified billing system that allows subscribers to collect points to deploy on the platform.
April 30, 2021– To aid India in the battle against the Covid-19, it has begun to provide a plasma pairing tool, which appears as you browse through the profiles. The tool directs the visitor to a different page where a Covid-19 retrieved individual can fill out the necessary information. It links plasma donors and sufferers based on blood type, illness date, area, and other factors.
April 20, 2021– TrulyMadly raises Rs 16 crore in a pre-Series A round; valuation increases fourfold in 6 months. The fundraising deal arises after the dating apps saw a tenfold increase in Urban Centers during the Covid outbreak. The funds will be used to create new product lines, invest in new areas, and improve the machine learning pairing algorithms used by the site.
Oct 15, 2020– Startup CEOs line up with Google in front of the CCI gates. Owners are urging India’s antitrust watchdog to emphasize the app ecosphere dominance concern.
Founders of TrulyMadly
Hitesh Dhingra
Rahul Kumar
Sachin Bhatia
Snehil Khanor
Let’s look at how they’re using cupid to grow their business.
Startup story of TrulyMadly
When your child is marriage-ready in India, you announce it at the following major family event, tell your neighbor address, or join an internet dating portal. Hitesh has personal experience with the distorted facts and peculiarities of virtual dating when searching for a spouse for his sister-in-law.
Sachin and Rahul had enough friends and family tales among them to lend a pearl of wisdom to the creation of a dating service based on logic, and passion, free of race and religious quirks. TrulyMadly was born out of the need to locate a suitable, real companion who would lead to better partnerships rather than dancing around dark streets.
Mission, Vision, and Values of TrulyMadly
Compatibility and verification are the cornerstones of the firm. They have developed a secure and clutter-free environment by assuring compatibility between mates and comprehensive profile screening. They pose as the user’s close mate. They walk their walk and talk their talk, keeping interaction simple and clear.
Tagline and Logo
The tagline of TrulyMadly is – No animals, No Gods, No random pics. We Promise!
TrulyMadly logo
Target audience of TrulyMadly
They appeal to the impartial bachelor who seeks a genuine connection that transcends race and ethnicity.
Product and Services of TrulyMadly
Verification and compatibility are the two cornerstones of their services. Most matchmaking websites today have a stringent procedure to screen out false identities and present only certified accounts on the portal.
In reality, it implies that if a Shanaya is thinking about meeting a Rohan, the level of factual info listed on the site includes each other’s contact details, identification, professional profile, buddy network, and daily routines.
It is a confidence booster tool for those stepping cautiously before actually making any intimate contact. The portal differs from typical matchmaking in that it pairs profiles based on personality, ideal partner expectations, their hobbies, rather than race or area.
The third, less evident but well-integrated provision is that they transfer control of things to the person in charge.
Users can either like or ignore the profile they are intrigued by. If the user likes you back, you may view their whole profile and begin interacting with them.
They consider several factors, including education (if you’re a lawyer, you might prefer someone who is also a lawyer), personality (ideals, goals, etc. ), likings, etc.
You won’t be able to see matches until the app confirms and validates all profiles. It employs a sophisticated technique for verifying ids, which comprises calculating a trust score based on information such as a contact number, Facebook page, and LinkedIn profile.
They assess the veracity of your Facebook account by checking how many friends you have, how old your profile is, what your news feeds are about, and if you’re not single.
This is done in the back, allowing you to access the site. Facebook provides you a 30% trust score; but, you may improve it by sending them a copy of your passport, pictures that have been validated, and a login via your LinkedIn page, all of which will get you a 10% boost.
They’ve also introduced a new feature called endorsements, in which boys can be approved by three other girls, one of whom can be a sister or a buddy, giving the approval and validation more legitimacy.
Few Statistics about TrulyMadly
Downloads increased from 3 million to 8.5 million.
3 times increase in organic installs.
Re-installs went up by 10 times.
3 times increase in downloads by women.
35% conversations initiated by women vs 22% pre-campaign.
1 million matches per month 12 times increase.
Average time spent up by 30% from 42 min per day to 55 min per day.
What makes TrulyMadly unique?
While you can choose from a variety of profiles in the app that meet your needs, it also claims to have validated profiles. It is only for bachelors, separated, widowed, etc. With an un-confirmed profile, one can simply explore the pool of profiles; any additional activity accounts must be validated.
In contrast to Ashley Madison: TrulyMadly is not an Ashley Madison-style app aimed at married people. It features trust scores and is designed for youngsters and divorcees who want to be entirely truthful.
In terms of making buddies, TrulyMadly links you with folks you’ve never met before. It doesn’t let you capture screenshots of the accounts at all. It’s a dating app that claims to be the only mediator.
Unlike Tinder, which has a lot of followers in India, Tinder is seen as a hookup app rather than a dating tool. It requires only a Facebook login to begin and almost no security criteria.
Positioning strategy of TrulyMadly
Girls are generally hesitant to accept the switch to virtual dating in India, and they can’t be judged for the sort of interactions they have in the reality. With over 1 million subscribers, TrulyMadly, among India’s most popular dating apps, is already striving to be the best in this sector.
The software boasts to have a powerful account validation mechanism that can detect and eliminate false or impostor profiles. Only members with a trust score of 30% or more can be matched or start interactions. The registration form is fairly long and detailed, requiring a lot of information. The software has become more user-friendly over time, yet it seems to be having trouble with the amount of women users.
Content is important, and it is what their clientele consumes on online platforms like Facebook, Twitter, and Instagram. As a result, they opted to put a lot of money into the material.
They started with an initiative called Breaking Stereotypes, which went global and garnered them 4 million Facebook followers. As a result, their portal saw a significant increase in installs. It also developed a boy browsing ad aimed at girls.
Component of TrulyMadly’s continuing bestie promotion, emphasizes how the app is ready 24/7, exactly like a girl’s BFF, to recommend all acceptable gentlemen to date. Boy Browsing depicts the actual reality of girls looking at attractive boys with a pal. While boy browsing, girls were urged to establish their unique sign language on social media.
The one-minute video is a street play that involves actual girls in reality such as college, workspace, parties, and so on. The movie shows every joyful and cute element of eyeing dudes with your BFF, a scenario that any female can relate to, from high-fiving one another when a smile is reciprocated to lurking in the parapet fearing the guy could notice both checking him out.
They aired girl-friendly dating tales. Lastly, they fulfilled every teenage girl’s fantasy by practically parading men for them on YouTube.
TrulyMadly has utilized the Miss Malini portal to create an online dating hotspot for English-speaking gals.
TrulyMadly generates revenue by displaying banner ads. Ads are displayed between TrulyMadly discussions, paid ads for Uber cabs or any other company. On paid advertising, TrulyMadly is pay per click. This is their sole means of income.
Membership Fee
Organizing city-wide soirees, as well as generating revenue via entry fees. TrulyMadly uses quizzes and facts to assess statistics, which they then offer to research agencies.
Partnership with Cafes
TrulyMadly has begun forming partnerships with cafes so all dates are held in a location determined by TrulyMadly for them to earn money from commissions on high-end food charges.
TrulyMadly has partnered with Starbucks in events to let you unwind by purchasing a grande at Tata Starbucks and benefiting.
TrulyMadly collaboration with Starbucks
Challenges faced by TrulyMadly
TrulyMadly is the creator of v2.0 of virtual dating, which emphasizes the social value and individual preferences. The most difficult component of the work was creating the social algorithm and survey to assess a person’s character and goals.
They were creating a realistic solution from human feelings. Millions of singles and young couples were consulted to decipher behavioral patterns in relationships and lastly get to the bottom of what makes couples compatible and stay together no matter what.
Throughout their R&D activities, they considered that they were placing a mechanism in place to connect 2 humans, emoting folks to seek soulmates in one another. It was tricky, enlightening, and thought-provoking.
Funding & investors
Trulymadly.com has earned $8.9 million in four stages of investment. On April 20, 2021, they received seed money.
Trulymadly.com is backed by a total of 23 investors. The latest backers are Akshat Rathee and Inflection Point Ventures.
TrulyMadly’s biggest rival is Bumble. Bumble was created in 2014 and is based in Austin, Texas. It is a competitor in the category of Application Software. Bumble produces 22,458 percent of TrulyMadly’s revenues.
Tinder
TrulyMadly’s another competitor is Tinder. It was started in 2012 in Los Angeles, California. It is a social media platform. It earns $1.4 billion far beyond TrulyMadly.
QuackQuack
TrulyMadly’s 3rd rival is QuackQuack. In 2009, QuackQuack was formed in Secunderabad, Andhra Pradesh. QuackQuack, like TrulyMadly, is a video chat company. It has 50 more personnel than QuackQuack.
Conclusion
Dating applications are acquiring significant popularity in India, which is still a traditional society. TrulyMadly is a basic example of it.
Online dating was still frowned upon, notably by women who didn’t like to look needy. For fear of being judged, most of them refused to use a dating app. They altered the scenario by making a new one just for them. One that felt like it was designed by women for women and where boys can be explored without being ridiculed.
That’s all folks.
FAQ
Who is the founder of TrulyMadly?
Hitesh Dhingra, Rahul Kumar, and Sachin Bhatia are the founders of TrulyMadly.
When was TrulyMadly founded?
TrulyMadly was founded in 2013.
What is the revenue of TrulyMadly?
The revenue of TrulyMadly is Rs. 3.45 crore in 2020.
Socialising and building relationships are innate characteristics of human beings and during the pandemic things have not been that easy in this regard. Dating apps have been a very important part of developing relationships and during the pandemic, they proved to be more helpful than ever.
According to various studies dating apps are one of the fastest-growing social start-ups in the world. It is forecasted that they will grow globally to reach $10,378 by 2025 from $6951 in 2019. This means that the growth is at a CAGR of 4.98%. The extensive use of dating apps especially in the US can be perceived from the stunning statistics which reveals that more than 54% of Americans have their relationship started through online dating apps or sites.
Among a plethora of dating app Tinder is the one that is leading the way for building new relationships.
Tinder is an app that lets you connect with people you haven’t met before. It shows you the profiles of people near you or people that share the same interest as you in Tinder. It is mainly a location-based dating app.
Tinder was also the first one in the industry to introduce the feature of swiping left and right to indicate dislike or like respectively. If both the people end up swiping right, it becomes a match that will let you chat and later meet the person if they feel so.
Tinder has been successful in stepping up its business since its launch in 2012. Today it has multiple revenue streams which not only keep the business afloat but also let it thrive.
The Uniqueness of the Idea
The very idea that Tinder proposed during its launch in 2012 was a novel one. Unlike the commonly heard ideas where two people who knew each other are connected through an app or a site, in Tinder strangers whom they have never met are connected through this platform.
They were able to address the issues of social and physical barriers that come in the way of forming new relationships or friendships. They carefully brought together people based on their commonalities. This unique selling proposition of Tinder enabled them to be a very known platform to such an extent that today the idea of a dating app is equated with the name Tinder.
Tinder launched its fully free application in 2013 and later changed its mode of operation in 2015 by shifting to a premium business model. From there Tinder started to branch out its features under different plans that suit the requirements of the users. All these plans added to Tinder’s revenue.
Freemium Model
Although this model was largely free it charged the users for using certain features like location change, unlimited swipes etc. Later they added these features into their new plan named Tinder Plus wherein they divided the whole thing into two different things. The first one was Tinder Plus which was revenue-generating and followed by Tinder Basic which primarily focused on network development.
Tinder plus
Tinder plus was a very attractive plan for its users which gave them everything that they wanted in a dating app. Some of the special features that were added to tinder plus were
Unlimited swipes
Multiple Superlikes per day
Facility to undo the last swipe
Single boost per month
In order to give further advantage to the tinder plus users, they limited the number of right swipes to the free and basic app users for a period of 12 hours. Tinder Plus is priced at around Rs.650 per month. It also depends on the age of the user.
Tinder Gold
As mentioned earlier Tinder took a huge step to put this dating app at a whole new level by further giving an extension to Tinder Plus and naming it as Tinder Gold.
Apart from all the features that Tinder Plus users get, Tinder Gold also has an additional ‘Likes You’ feature which helps you know the number of likes you have got and know the people who have liked you. This feature also lets you check the profile of people who already liked you which is in fact time-saving.
Tinder Gold
They have also added small features like the golden heart logo which indicates that the person you are viewing has liked your profile. Tinder Gold also comes at a price.
In India, it is valued at Rs.3000 per year. You may even get discounts of up to 50% at different locations. In the US depending on the age of the user Tinder Gold is priced between $14.99 to $82.99.
As the popularity of the dating app grew, many corporate found it as a very innovative and engaging way to market their products in the form of profiles through Tinder. Soon they started partnering with Tinder so as to have their profiles featured. Here, if the user swipes right on the profiles that are sponsored it lets them chat with them. This chatting feature is usually facilitated through the use of chatbots. This has become a very profitable revenue stream as far as Tinder was concerned because of the twin benefits it has both to the startup as well as for the company. The users find such forms of advertisement is less intriguing too.
Boost – To Improve Your Chances
It is a recent addition to Tinder which has significantly attracted new users. With a Boost the probability of a profile reaching more people increases by more than ten times. It makes the boosted profile one of the topmost in the area for 30 minutes. It not only increases the chances of more views but also assures thrice more matches. The standalone price of one boost is around $1.99 to 3.99 $
Tinder Boost
Conclusion
Through its unique engagement with the users and the authenticity of the activities happening within the platform, Tinder has become the favourite choice among people between the age of 18 and 29 with more than 14% of this age group using the same in the USA. It is indeed a dreamy number for its competitors. Its free and paid models have become popular amongst its users due to their ease of use and credibility.
The human mind’s tendency to always search for love and forge new relationships and friendships have a large incentive to the growth of as a whole. Considering the changing attitude towards dating, building relationships and live-in relationships; it can be expected that Tinder will continue to grow in an upward trajectory in the future as well.
The importance of finding opportunities and monetising the common things in a different way is the most important thing that we need to learn from the way Tinder functions.
FAQ
What is the annual revenue of Tinder?
The annual revenue of Tinder was 1.4 billion U.S. dollars in 2020.
