Looks like Tinder has finally met its match … sort of.

In the wake of the Cambridge Analytica data scandal, Wired reports that Facebook is now rolling out a dating service. Mark Zuckerberg made the announcement at the company’s annual developer conference.

The service, simply named “Dating” (because, you know, what else?), will be found within the social network’s app. It will allow users to create separate profiles from their main Facebook profiles.

That way, none of your friends will ever see, or tease you endlessly over, what your Dating profile says about you.

To keep your personal and your romance-seeking selves separate, your Dating profile will only use your first name, and your Facebook friends won’t appear as potential matches. Unlike Messenger, however, the Dating inbox only allows you to send text-based messages when chatting for the first time; as a safety precaution, photos and links are a no-no.

Finding your special someone will depend on Facebook’s unique algorithm – based on “dating preferences, things in common and mutual friends” – which will help to match you with potential dates. Guess maths can be a romantic tool.

You could also find your match through shared Groups and Events. For example, if you’re going to a concert, your potential soulmate, who’s going to the same concert, could “unlock” your profile and hit it up.

Testing for Dating will begin later this year, and Facebook said that it’s not going to use information from the feature to target ads. *Side-eyes suspiciously*

But what of dating apps like Tinder, Hinge and Bumble? Could Facebook pose a serious threat in the dating game?

Mandy Ginsberg, the CEO of Match Group which owns dating sites like Tumblr and OkCupid, is nonplussed:

We’re flattered that Facebook is coming into our space – and sees the global opportunity that we do – as Tinder continues to skyrocket. We’re surprised at the timing given the amount of personal and sensitive data that comes with this territory.

Regardless, we’re going to continue to delight our users through product innovation and relentless focus on relationship success. We understand this category better than anyone. Facebook’s entry will only be invigorating to all of us.

Besides that, it’s important to note that Tinder and the like uses your Facebook data to operate their service in the first place. Some apps, like Bumble, outright demands that you should have a Facebook account in order to sign up.

Registering on one of these apps means that your basic profile info and photos can be pulled in. Hell, Tinder can even show you potential matches who share mutual friends with you on Facebook.

If all goes well, Dating could be a successful feature, moderating your data – and dates, of course – without any involvement from third-party apps.

Riiiight … sure.

Time will tell if it’s worth the swipe.

[source:wired]