Facebook announces new dating feature with an emphasis on privacy

Facebook announces new dating feature with an emphasis on privacy

Facebook wants to help people find love on its platform. Chief Executive Mark Zuckerberg on Tuesday said, planning a dating service to match make millions of people on the world's largest online social network and nudge them into spending more time there.

According to Facebook reports, Users can set up a dating profile with their first name, which the company said won’t be visible to friends and will not appear in News Feeds. The feature is opt-in and users will not be matched with people they are already friends with.

The service, which Facebook had considered offering for over a decade, could help rebuild its popularity among younger consumers and make people visit the site more often, two key challenges for the business.

While addressing Software Developers at Facebook's annual F8 conference, Zuckerberg said, "There are 200 million people on Facebook that list themselves as single, so clearly there's something to do here."

Zuckerberg said Facebook was building the dating service with an emphasis on privacy, a sensitive subject for people who use dating websites and for Facebook as the company reels from a scandal over its handling of personal information.

A dating service could increase the time people spend on Facebook and be a “big problem” for competitors such as Match Group Inc., said James Cordwell, an analyst at Atlantic Equities.