Match Group is investing in more safety features in the hopes of giving Tinder users less reason to fear the dating experience.
Specifically, the tech giant is investing in Noonlight -- a self-described “safety company” that specializes emergency response services and personal safety products.
“A safe and positive dating experience is crucial to our business,” Match Group CEO Mandy Ginsberg stated on Thursday.
Stateside, Match Group plans to begin integrating Noonlight’s services into Tinder by the end of the month.
In something akin to a panic button, one of the features will let users quickly send their geographical whereabouts to local authorities.
Per the Noonlight integration, Tinder users will be encouraged to add details about upcoming dates to a Timeline feature, including who they are meeting, where they are going, and when they will meet.
Along with a revamped in-app Tinder Safety Center, additional new safety features include what Noonlight calls “photo verification,” which is designed to help verify the authenticity of potential match’s identities.
Per the Noonlight partnership, Tinder also plans to add “Does This Bother You?” -- a harassment detection prompt powered by machine learning.
Along with Tinder, Match Group dating properties include OkCupid, OurTime, PlentyOfFish, Meetic, Pairs, Hinge, and, of course, its namesake flagship product.
Launched in 2013 as a single app, Noonlight has since evolved into a connected safety platform.
Financial terms of the Match Group investment were not disclosed.