The Cupid no longer strikes the heart, rather the message box of your phone. In the world of matrimonial sites and Seema aunty, dating apps have gained their own set of followers. These apps provide a platform to express your likes and dislikes, to find a companion who mirrors your essence. And in pursuit of this happiness, a user has to share her personal data. From hobbies to date of birth, these apps ask for all kinds of data. Even as the data is provided consensually, the question is how safe is it? “All these apps need to do now is collect user consent to define the use of it. These apps have to come clean when it comes to handling data,” a senior media analyst, on the condition of anonymity, told BrandWagon Online.
Furthermore, post the introduction of the DPDP Act in India, the process of collecting and storing data is expected to go through a sea of change. Are these players ready?
Finding love!
To be sure, when a user joins any dating app, he or she is required to to fill in a set of information. This includes personal identifiable information including name, date of birth, and gender, besides their likes and dislikes. After finding a match users typically interact with each other though voice call, messages or video calls. It is believed that most of these apps end up saving all detail. “Dating apps users are free to decide for themselves who to pursue. According to their interests, preference and the mutual chemistry they connect,” Sybil Shiddell, country manager, Gleeden, said.
While some individuals may be hesitant to share extensive information, many still utilise dating apps to receive relevant suggestions for finding a suitable match. Dating apps, interestingly, claim that the algorithm is designed in such a way that it is able to find a match even if a user provides limited information “Our algorithms are tuned to suggest matches based on the user’s age range and location preferences. We understand that users’ choice changes from time to time and their requirements are usually broad when they sign up,” Ravi Mittal, founder and CEO, QuackQuack, explained. Furthermore, these apps add that the algorithm does not discriminate between a paid and a free user but the latter’s profile does get a boost.
Love for AI
The integration of Artificial Intelligence (AI) and Machine Learning (ML) in company operations has been on the rise, and dating apps are no exception. These apps leverage AI and ML to enhance functionalities. For instance, these apps use such technologies to analyse user preferences, optimise matching algorithms, and deliver a more personalised user experience. “We are primarily using machine learning and AI to detect fake profiles and avoid potential spammers from creating accounts. We have been effective in banning 90% of such profiles within seconds of profile creation,” Mittal said.
Moreover, fraud is another, where these apps claim that AI plays a crucial role. By leveraging advanced algorithms and machine learning, AI can discern patterns associated with fraudulent behaviour., “We use AI in our apps and other digital products to detect and monitor fraudulent activities and behaviours. In the case of any malicious activities, or detection of any anomaly, AI systems alert the relevant teams and authorities in real-time thus decreasing the response time to threats,” Singh said.
For the love of data
After the pandemic 63% daters in the US said that finding romantic relationships has become harder, as per a recent study by Auro, a data-safety solution provider. Yet two out of 10 Americans use dating apps. The report further stated scammers target online dating services to commit identity theft and financial fraud. In fact, 50% of Americans who have used a dating app in the past five years have experienced catfishing, which is more than double from 24% over five years ago. “I believe that the issue of misusing users’ data is a crucial topic in the tech industry particularly in dating apps. Users often provide personal information to personalise their dating experience. However, the same data, if and when misused by dating app companies, can cause significant damage to the reputation and self-esteem of its users,” Saurabh Singh, director and chairman, Appinventiv, said.
To be sure, there are a variety of ways scammers can mis-use the data on these apps ranging from identity theft to phishing information. In case of identity theft, the scammer creates a fake profile. Typically an existing social media or dating profile is lifted. These fake attractive profiles are also known as catfishing. Once he or she matches, the scammer quickly moves the relationship forward. They’ll quickly express their love and ask her to communicate off of the dating app and instead use Snapchat, WhatsApp, or Telegram. “I heard of a recent data breach that was reported in July 2023. This incident exposed the personal details of 2.3 million users. Personally identifiable information such as names, account numbers, emails and passwords were compromised resulting in a massive outcry regarding the enhanced safety of user data,” Singh, highlighted.
In India, with the roll out of Digital Personal Data Protection Act 2023, much of this is expected to go through a sea of change. The bill mandates online companies to protect their users’ data and comply with the bill’s mandate. One such mandate is deletion of data once its intended purpose has been fulfilled. “ With concepts such as data fiduciaries, it will be important to seek consent. Also, especially if these platforms decide to monetise user data. Also, in a situation where users have deleted their personal data, there should be a mechanism for them to reach out to these platforms, asking these apps to delete data from any third party platform,” the media analyst explained.
Quack Quack claims to have created a 12-step screening process for all new profiles including usage of machine learning and AI and a strong moderation team that works 24×7. “We also go to the extent of masking the numbers shared until we are confident of the interaction,” Mittal explained.
For the love of money!
Over the years, dating apps have diversified revenue streams and it includes in-app purchases, subscription, and advertisements. For instance,
Gleedens runs a subscription plan called Gleeden+, which allows subscribers to have 110 credits every month and an extra 10% off for every additional purchase. Gleeden+ cost Rs 3,000 monthly. “Male users must use credits to access our services, therefore the percentage of paying users is the same as the male members’ who subscribed to the platform. We have over 11 million active users worldwide, of which 60% are men; this means that 60% of our users pay for the service,” Shiddell explained.
Quack Quack’s subscription plan starts from Rs 299 to Rs 980 for a month, as it tests different prices and promotions. Subscriptions are available for one, six, and 12 months. “We spent approximately Rs 1.06 crore in September, 2023 on advertising to acquire users. We targeted audiences who are single between the age of 20-40 years,” Mittal added.
The dating app further claims most of its paid subscribers are from metro cities but this is changing gradually with users from tier-2 cities too paying for it. In terms of geography, West and South of India, Gujarat, Maharashtra, and Karnataka account for a high concentration of paid subscribers within the the age group of 25-35 years old. Interestingly, almost 100% of the paying users are male users, the app claimed.