Match now offers dating coaches who help its members with profiles, dating challenges

TechCrunch | 5/14/2019 | Staff
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If the world of online dating feels too intimidating, Match’s new service AskMatch aims to help. The flagship dating brand from Match Group — which also operates Tinder, Hinge, OKCupid, Plenty of Fish, and others — is first-to-market with a new service that puts a professional dating coach right in its app.

The coaches are not an A.I. chatbots, but actual people — professional coaches or certified matchmakers, the company says. Members who want to use the service can call them directly from the app for help with common questions. This may include getting assistance with setting up a good dating profile, or just asking questions about modern dating — like when to define the relationship, how to send a great message, or how to deal with ghosting, for example.

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The idea, the company explains, is to make online dating feel more personal. That’s an area where dating apps tend to struggle. People today can fail to make real, lasting connections through apps because — like much of what takes place online — there’s a layer of artificiality between people. Without face-to-face connections as in the real world, they end up browsing photos as if they’re shopping for a person, instead of trying to really trying to connect.

But there are ways to break through the online barrier. A well-thought-out dating profile can help someone get to know you and kickstart conversations. The way you behave and chat in the app can create interest or it can repel — that’s where the dating coaches’ advice could help.

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“Our dating coaches are all about making dating personal again. In this tech-driven world, Match is focused on getting our members into real-world relationships, and that starts with investing in our relationship with our members,” said Match CEO Hesam Hosseini, in a statement about the launch. “This...
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