Match today has introduced new features to address some of the problems users have with modern dating apps, such as how long it takes to find a match or how frustrating it can be for users to ghost each other after the initial conversation ends. The company will be beta-testing a recommendation system called Matched by Us as part of its new strategy to position Match for emotionally mature singles (read, adults). This could open the door for a wider matchmaking service. The company is also testing an anti-ghosting feature which forces users to continue a conversation with the recipient or unmatch them, rather than leaving them hanging.These features were created to address the needs of Matches' older population. They are typically in their 30s or older and lead full and fulfilling lives. They are ready to settle down and find a partner. This is a different life stage than users who use other Match dating apps like Tinder. Younger users are still exploring the world and love to go on casual dates.Matches chief product officer Dushyant Saraph says that there is a lot frustration among our members about the swiping and messaging back-and-forth. Matched by Us was born because of the people on our platform, who don't have much time. He says that singles don't want to scroll through hundreds of profiles.This new feature is available to both paid and free users. It will offer one free personalized match each week. Users can see each other without waiting for a like to start a conversation.The system uses algorithmic analysis to determine compatible matches. It does this by analyzing a new set preferences around the users' personalities based on their responses to questions in their Match bios.Questions may include questions about the users five-year plans, favorite weekend activities, and whether they are open to moving to a new place if they meet the right person. Saraph says that remote work has made this more relevant due to the pandemic. People no longer have to live in larger cities, but can still do remote work.The system currently recommends matches based on a holistic view, which is determined by an algorithm. However, the company has been testing adding human curation to its recommendations internally.Match, in other words is testing a match-making service.Saraph states that for the moment, the human curation team at Match works in a more R&D capacity.As we were testing different concepts, including coaching and expert picks, we were trying to figure out how many experts were needed. Other features are also being worked on by the team, such as suggesting conversation starters to keep people talking.We expect to be flexible in the long-term, depending on which product is most appealing to our members and scaling up our expert staff accordingly. Saraph says that human curation is an area we are really interested in and eager to crack.Match will now handle conversations between matches, another feature that is designed to help adults stop wasting their time on dating apps. Conversations can either start leading to real-world dates or fade away until communication ceases altogether. Sometimes the other party just disappears and doesn't respond at all.Match users told Match that ghosting was their biggest problem because they are unsure what it means.Was the user simply distracted or was it that they decided they were not interested in anything? users wonder.The new feature will help keep conversations going by niggling users when a conversation is about expire. This will trigger the archive to be added to the inbox to store inactive conversations.If you're in the app, the conversation can be visited to receive suggestions for conversation starters. Or you can tap the button to unmatch another user. This would be a clearer signal to the recipient that there is no interest. However, it will not send out a notification telling the recipient they have been unmatched. This can lead to safety concerns, especially for women who have been threatened by men they reject.Match claims it is currently testing the optimal time period before it prompts users to end conversations with unmatches or re-engage. Saraph states that the ideal time is in the 3- to 5-day range.As Match launches a new campaign for adult daters, some of the new features will be available to a small portion of its U.S. users in beta. Match is able to understand what modern singles want in order for them to find love. These features are a good example of this understanding.Over the next few months, the beta testing will begin on all Match platforms including iOS, Android, and mobile web.This news comes after a mixed earnings report by Match Group, the dating app giant that owns many top brands like Match, Tinder and OkCupid. The company experienced the effects of a pandemic recovery during the second quarter. It had 15 million paying customers across its brands, compared to 13 million the previous quarter. Analyst projections of $694million were exceeded by revenue of $707.8 million. Match Group's earnings were disappointing with net income of $149 million (or 46 cents per share), when analysts had expected 49 cents.The company spoke out about plans for Hyperconnect, the social networking app maker that Match purchased earlier this year for $1.73billion. Match Group stated that it will add audio and video chat to its portfolio of dating brands, including live video.According to Saraph, Match's dating app will be one of the ones that benefits from Hyperconnect integrations. Match is exploring building out live experiences and plans to expand its offerings, TechCrunch was told.
