FACEBOOK BEGINS PUBLICLY testing its online-dating product, called Dating, in Colombia today. The service was first announced at the annual F8 conference in May this year, and will likely be available in other locations in the future. For now, users aged 18 and older in Colombia will be able to create dating profiles and, once those reach a critical mass, find some matches. WIRED got to preview an early version of the service, and it looks promising—especially for users looking for meaningful long-term relationships rather than hookups.
In other words, you can expect to find exactly zero swiping.
Facebook enters the dating-service market years after competitors like Tinder and Bumble, but it starts with a huge advantage: Most people already have Facebook accounts. And while Dating works only on mobile right now, it doesn’t require downloading an additional application to your phone. But in the US at least, younger—and more likely to be single—people say they’re using the social network less. It’s not yet clear whether Dating would be enough to lure them back to the social site preferred by their parents.