10 Dating App Trends Product Managers Must Know in 2025

Before dating apps, meeting and connecting with a potential partner was limited to social gatherings and common physical spaces.

So, when Match launched in 1995, it was a game-changer. Today, over 350 million people use dating apps, and industry leaders like Tinder, Badoo, Bumble — and Match — dominate conversations around the online search for love.

For product managers looking to build sticky dating apps, keeping up with changing times is a sure path to success. As you put together your product roadmap, consider these ten top dating app trends.

1. Use of AI

With the rise of apps like ChatGPT and Google Gemini, AI has been making waves, and dating apps are not being left behind. The potential of AI in online dating is endless, from enabling more accurate matchmaking to authenticating user profiles and sparking conversations.

Leverage the trend by borrowing a leaf from other relationship-focused apps like Paired (a romantic relationship wellness app) and considering the kinds of actions AI can automate within your app. For example, you can incorporate AI into your online dating app by using it to:

• Facilitate in-app conversations via a chat API or chatbots that suggest conversation starters.

• Train your algorithm to send custom messages when users match, generate "you may also like" recommendations based on past user activity, trigger custom birthday notifications to matched users, and more.

• Scan ID documents to verify user identities by cross-checking them with existing data from trusted sources. 

• Check whether matches are bots or fakes by comparing behavior patterns through a process called adversarial verification.

• Identify and moderate harmful content in images or text.

Existing apps already use AI in many creative ways. For example, Bumble uses AI to detect and limit unsolicited lewd images. Its private detector feature blurs out nudity, so users can choose to view or block. In 2022, the company published an open-source version of the private detector on GitHub, so you can consider using it for your app.

Beyond matching, filtering, and suggesting ice breakers, apps are rolling out AI assistants that adapt to the user's style, read their vibe, coach them mid-conversation, and nudge them when it might be time to move offline.

Grindr is beta testing its AI Wingman, which suggests matches and can help users write messages and plan dates.

Hinge has also introduced Prompt Feedback, an AI tool that reviews how users answer profile prompts. Instead of writing replies for them, it gives private feedback like "Great Answer," "Try a Small Change," or "Go a Little Deeper," helping people present themselves more authentically.

There's even a market for standalone AI assistants that can offer guidance across platforms. WingAI lets users snap screenshots of a match's bio or their chat and instantly generates personalized replies that boost response rates. Similarly, Wingman: AI Dating Coach critiques their profile pics, offers advice on tone and timing, and can also help with messages.

As AI-powered features mature and see widespread adoption, they're becoming more transparent and ethical. Users expect to see "AI used here" badges and explanations of why a message was suggested. They also want the option to turn off AI help. 

2. Offline and Mixed Reality Experiences

More teams are realizing the value of taking their audience outside of profiles and chat boxes by facilitating matchmaking opportunities in mixed reality and real life.

Bumble has started running Bumble IRL events in different cities, hosting fitness classes, happy hours, volunteering opportunities, and more, so people can meet naturally without the pressure of endless swiping. In India, for example, 72% of singles prefer sports-related first dates, so a fitness class or cricket meetup is often more appealing than another chat in-app

Polling your users could surface similar insights, whether that's cricket matches in India or the UK, or baseball games in the U.S.

At the same time, apps experimenting with virtual reality, like Flirtual and Nevermet, are letting users go on first dates as avatars in digital cafés, parks, and fantasy or sci-fi-inspired settings.

VR features appeal to gamers, tech enthusiasts, and long-distance couples. They also give introverted or cautious singles the time they need to warm up to the other party before meeting in person.

3. Enhanced Safety Features

Online dating comes with several risks, from fraud and AI-generated deepfakes to stalking and sexual abuse, so safety features have always been a big part of dating apps.

According to a McAfee study published in 2025, one in five users has encountered a chatbot posing as a real person, and nearly three-quarters believe AI could easily fake a relationship. This puts daters on their guard and can chase them away from platforms with weak protections.

To make your users comfortable and drive app usage, conduct research to uncover the specific boundaries your target audience members are setting. Are they hesitant to share details of their work or earning capacity? Do they feel uncomfortable discussing their political views? Would they be okay with sharing their live locations?

Help users feel safe on your app by making personal information profile fields optional. That way, users can choose which fields they want to fill in. You can also give users the option of filling in their details and making it only visible to people they've matched or are planning real-life dates with.

Bumble, for example, takes user safety and boundary setting very seriously. The platform lets users choose from over 40 optional profile prompts, so they only need to add information they're comfortable with.

Video-based verification is becoming a new baseline for chasing catfish out of the virtual dating pool. Tinder has a "Face Check" feature where users submit short video selfies to prove they match their photos.

Another security option you can explore is to let users choose the communication options they're comfortable with — chat, video, or call. You can even require ID confirmation from users so other singles can set their profile to only be matched with or contacted by people who have confirmed their identity.

Badoo's safety features include catfish prevention measures like post-match selfie requests, video chats, and a detector tool that blurs unsolicited genital pictures.

Other tools are focused on real-time protection.

Tinder has teamed up with Noonlight so daters can share their live location with trusted contacts when meeting someone new and privately request emergency assistance if they feel unsafe.

Apps like Scruff, Grindr, and Tinder offer alerts when opened in countries with anti-LGBTQ+ laws. They prompt users to hide location, orientation, and gender identity data for privacy and protection.

Most platforms blend AI and safety trends with automated systems that scan drafted messages for language that's offensive or violates community standards. For example, when a problematic message is detected, they trigger a gentle pause prompt, such as: "Are you sure you want to send this? Consider revising your message to keep the conversation respectful."

4. Personalized Filtering System To Match Users More Effectively

For years, dating apps relied on static filters like age, gender, or religion to generate match lists. Those filters still play a role, but they rarely capture what truly makes two people click. Newer approaches go deeper.

There are two well-known methods at the heart of this shift:

• Collaborative filtering: This method uses past user behavior to predict what other similar users might prefer. For example, if Sandra consistently swipes right on Christian men and left on other profiles, the app collates this preference with other users' swiping habits and uses it to filter recommendations of Christian men it thinks Sandra and similar daters would love.

• Content-based filtering: This combines profile details with behavioral signals. OkCupid is a strong example; it lets daters answer lifestyle, personality, and values-based questions, then assigns weight to each answer to produce a "match score." The result is a system that prioritizes deeper compatibility, not just looks or location.

eHarmony's long-form compatibility quiz is one of the oldest content-based models. Newer apps are experimenting with lighter approaches, like the Boo 16 personality test, which maps user traits to show how they might align with potential partners.

These tools can appeal to younger generations. Gen Z often prioritizes authenticity and shared values over surface-level attraction, so they'll look for platforms with these types of algorithms, like Boo.

To support these trends, build features like Intent Tiles or a Goals-Based Explore Page into your app. You can:

• Create a discovery section where users select tiles that reflect their relationship goals, such as "Serious Dater," "Non-Monogamy," or "New Friends."

• Only allow profiles with completed bios, photos, and explicit relationship preferences into high-intent categories, raising both transparency and trust.

Another innovation is the rise of emotional wellness signals. For example, the app Hinge has piloted "self-care prompts" that help matches talk about their self-care priorities.

The most significant shift is toward AI-driven dynamic compatibility scoring.

Instead of locking in a match at signup, these systems adjust as conversations unfold. Factors like message length, response time, or even emoji use help detect whether two people's communication styles naturally click. The aim isn't to over-engineer romance, but to recognize early whether a match has real potential.

5. More Niche and Special Interest Dating Apps 

Some people don't just want to swipe on a photo on general platforms like Tinder and Bumble; they're looking for real context about who someone is. For example, a match might feel more meaningful if they know the person is vegan, a spiritual seeker, or a pet lover. Niche-based apps build their dating pool around traits, preferences, and identities like these, opening up a new world for users to find like-minded partners.

Niche dating platforms are a boon for app developers, too. Their target audience is well-defined, giving them a competitive edge over generic brands.

The possibilities to explore under this trend are endless. But before building a niche dating app, conduct trends research with tools like Google Trends or Glimpse. Look out for niches that aren't filled, so you don't face the same competition you are avoiding with generic dating brands. Consider untapped dating pools like an app for matching single parents or tech professionals.

Or, only explore saturated areas if you can significantly improve on what the current niche leader is doing to gain tangible market share. You can differentiate from existing apps in your planned niche by prioritizing social media listening to identify the concerns users have with existing dating apps and fix them.

For instance, there are some popular faith-based dating apps like Muzz, built for single Muslims searching for marriage rather than casual dating. Similarly, Whispers4U prides itself on providing a safe environment for daters with disabilities to find love. There are also apps custom-built for the LGBTQ+ community, like Grindr and Taimi.

Certain daters seek out a mix of old and new school approaches to romance. For example, Sitch blends AI recommendations with human matchmakers to offer more curated, high-intent matches.

Some users would also rather find partners with prestigious resumes or Ivy League degrees, and dating apps like The League cater to this elite audience.

One of the most important points to consider in niche apps is safety and moderation tailored to the community. Each group faces unique risks: 

• LGBTQ+ users may face harassment, which is why platforms like Grindr and HER have strong reporting systems and location-privacy tools.

• Faith-based apps must prevent fake profiles and protect cultural sensitivities. 

• Apps for disabled users require accessibility-first design and clear protections against exploitation.

6. Fewer Free Apps, More Paid Ones

Money can't buy love, but it definitely helps, as the millions of users who pay for premium features can attest. . That number is set to increase as more apps go beyond freemium packages to tiered paid plans with multiple advantages.

These paid plans include better search functionalities that help users find their ideal partners faster, like unlimited swipes, incognito mode, profile promotions, advice from relationship experts, and more.

If you're looking to build an exclusive paid app with no free version, study the membership plans of elite apps like The Lox Club and Raya.

But if you'd rather have a mainstream app, we recommend offering a freemium plan with limited features and paid packages with more flexible functionalities. Take a cue from established apps by doing a quick audit of their free and paid tiers and identifying parts of their business models that are worth copying.

Take Bumble, for example. The app offers a freemium plan and three paid tiers — Bumble Boost, Bumble Premium, and Bumble Premium+ — allowing users with different dating commitment levels and spending power to find their fit. The lowest tier offers features like unlimited swipes and five weekly SuperSwipes, and the highest tier builds on this with profile analytics, a Spotlight to attract new suitors, and more.

Paid features have been highly successful. Tinder alone generated around one billion U.S. dollars in global in-app revenue in 2024.

A big part of this growth comes from microtransactions like profile boosts, SuperLikes, or Hinge's "roses," which users buy to increase visibility or signal stronger interest. These small, quick purchases have become a core monetization driver, giving daters instant results while helping apps grow revenue beyond subscriptions.

7. Gamification

Tinder's swipe feature and its corresponding popularity tell us all we need to know: gamification rules!

Just as games can easily keep you hooked all day, gaming features on a dating app drive user engagement. Gamification elements also contribute to product adoption and retention rates because they incentivize users to keep interacting with your app.

Get inspiration on gaming features for your dating app by studying what social platforms and other dating apps are doing with gamification. For example, you can offer points or rewards when users complete specific activities or hit certain milestones.

Integrate interactive conversation games or challenges that guide users through fun, low-pressure icebreakers. These features reduce the anxiety of initiating chat and keep conversations flowing naturally.

Bumble has a Question Game built right into chats, where users respond to a prompt to learn more about each other. Both parties must provide their answer before they can see the other party's.

Tinder combined group dating with gamification when it launched Double Date in mid-2025. This feature pairs two friends up with another duo, making first-time meetups more social.

8. Diversity and Inclusion

Daters are becoming more conscious of prioritizing diversity and inclusion. Dating apps are also focusing on building welcoming spaces by being mindful of gender identities, like male, female, and non-binary.

To attract more users who value authenticity, especially millennials and Gen Zers, new and existing dating apps need to embrace these changes.

In June 2024, Tinder introduced pride profile stickers like "Came Out Online" and "My First Pride," giving LGBTQ+ users a way to express identity and connection more visually on their profiles.

Boost diversity and inclusion in your own app by using UX designs and features that foster inclusivity. For example, consider allowing users to clear their swipe or match history to prevent racial or gender biases from influencing the algorithm. To get more ideas, you can also study key research materials like this MSc thesis by Robert Clapperton, "Inclusive by Design: Creating A Dating App Built On Inclusive Design Principles."

Other user differences to consider in making your app more accessible and inclusive include ethnicity, race, religion, disability, and more.

Say you're building an open-for-all dating app. Remember that your app isn't only for heterosexual couples or able-bodied people. So, as you build, keep marginalized groups like disabled users top of mind. For example, you can include audio intros for people who are vision-impaired.

Some other ways you can appeal to and welcome a wider audience are:

• Ensure accessibility compliance from the start, adopt international standards (WCAG 2.2 AA or later), and regularly test app usability for people with disabilities. 

• Design algorithms that don't privilege one race, ethnicity, religion, or other group for visibility.

• Let users select from a large list of pronouns during onboarding, like she, he, they, ze, and more.

• Enable gender identity updates, so questioning, transitioning, and gender-fluid users can define themselves at any time, not just at signup.

• Allow people to signal openness to non-monogamous relationships in their preferences.

• Offer multiple language options (like Tinder).

• Learn to use inclusive terms in your UX copy and marketing material.

9. Budget-Friendly Dating or "Infla-Dating"

Many dating app users wonder, "Why do I have to spend so much money only to find out we're not compatible?" Our answer: you don't have to! Plenty of Fish has coined the perfect term for the solution to this spending dilemma, and it's called infla-dating.

This frugality doesn't equate to lesser-quality dates, though. It's simply a good alternative to expensive outings until matches get more acquainted and feel certain their relationships will progress beyond the first or second date.

Budget-friendly dating also provides an opportunity for users to explore their creativity with affordable date ideas, and daters (48% of single Gen Zers and millennials) are digging it.

Some ideas for implementing the infla-dating trend in your app include:

• Suggest simple date ideas to your app users, like taking walks, going on coffee dates, attending free art gallery exhibitions, and more.

• Include a split-the-tab option for users to agree to split date bills 50/50.

• Let users add their maximum budget in their profile for potential matches to see.

• Partner with local businesses to offer exclusive discounts or "date bundles" (like a discounted coffee and museum combo) that users can redeem via your app.

• Suggest online or virtual date activities like quizzes, watch parties, and cooking lessons to reduce in-person spending while encouraging connection.

The point is to make dating easier, more fun, and, most importantly, more affordable.

10. Mental Health and Wellbeing as a Feature

Between the pressure to present their best selves and the ratio of swipes, likes, and awkward dates or hook-ups to successful matches, dating apps can have negative impacts on users' mental health, with links to depression, anxiety, poor self-image, and more. This is why many teams are integrating features that minimize detrimental effects and boost positive ones.

For example, Facebook Dating reduces some of the mental burden of the selection process with an AI assistant that filters choices based on user-generated prompts. The platform's "Meet Cute" feature removes swiping from the equation entirely, pairing potential couples once a week to spark serendipitous connections.

Many users feel drained from these apps. Some exhaustion is driven by user behavior you have limited control over, like ghosting or manipulation. However, product and engineering teams can build the app in ways that foster intentional, positive interactions and reduce the potential for harm by:

• Designing gamification and premium features responsibly, like limiting the number of swipes per day.

• Reminding users to take breaks from the app if they've been active for a preset amount of time.

• Sending gentle prompts to drive positive interactions in chat threads and giving positive reinforcement when users unmatch respectfully.

• Providing mental health resources in an easily accessible support center in the app and on the website.

Dating Apps Are Changing — The Way You Build Should, Too

As dating apps evolve, product managers should consider each nuance to build products that match users' higher expectations and deliver outstanding dating experiences.

Ready to build a dating app users will always choose over others? Check out our resource: "The Product Manager's Guide To Building a Dating App."