Dating without going online

annual developer conference, Mark Zuckerberg announced a new dating service, simply called "Dating," that will exist right within the social network's own app.

It’s hard not to immediately notice that Dating looks eerily similar to predominant existing dating apps, like Tinder, Hinge, and Bumble.

Which means that in one sense, Facebook is again looking for success through imitation.

We’re surprised at the timing given the amount of personal and sensitive data that comes with this territory," Mandy Ginsberg, the CEO of Match Group, said in a statement.

"Regardless, we’re going to continue to delight our users through product innovation and relentless focus on relationship success. Facebook’s entry will only be invigorating to all of us.”"Come on in. Their product could be great for US/Russia relationships," Joey Levin, the CEO of IAC, Match Group's parent company, added.

Tinder’s reliance on Facebook became painfully clear a month ago, when the dating app temporarily stopped working because of changes Facebook made to its data-sharing policies.

And now Tinder, as well as apps like it, will have to compete with Facebook itself—an app everyone is already using.For example, if you're attending a concert, you'll be able to "unlock" your profile, so that potential matches who have said they're going to the same show can see it.The social network says it's going to start testing Dating later this year, and that it's not going to use information from the feature to target ads.The two profiles won’t interact, meaning your Facebook friends won’t be able to see what your Dating profile says.And it should make dating app incumbents like Tinder and Bumble anxious.Zuckerberg, as well as Chris Cox, Facebook’s chief product officer, stressed that the feature is designed to spark meaningful connections—not help you find your next hookup.

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