Tinder is mandating face checks for California residents
The platform's Face Check feature prompts users to make a short video selfie. The face scan confirms the identity of the user by matching biometric indicators with profile photos. It also checks to see if the face has been used as a profile photo across multiple accounts.
Once verified, the user receives a badge on their profile and the video selfie is deleted. Tinder holds onto an encrypted face map to detect duplicates in the future. This is separate from ID Check, which asks users to scan a government-issued photo ID.
Parent company Match Group's head of trust and safety, Yoel Roth, says the requirement "is really meant to be about confirming that this person is a real, live person and not a bot or a spoofed account."
Tinder has been experimenting with this idea for several years. It started testing in Japan back in 2020, before bringing the tech to Canada and Colombia earlier this year. Roth told Axios that California was chosen as the next test market due to its size, demographics and strong online safety and privacy laws. If successful, this could roll out as a nationwide program.
Match Group could be ramping up these verification efforts because of a recent bombshell investigation suggesting the company's apps, which also include Hinge and OKCupid, failed to act on reports of sexual assault . The 18-month investigation reportedly found instances in which users were accused of drugging or assaulting dates and still allowed to remain on the company's platforms.
The dating app space is in a period of uncertainty, with declines in revenue and paying users. Match Group recently announced that it's cutting 13 percent of its staff and Bumble is cutting 30 percent of its workforce .
This move seeks to address one pain point behind dating apps, which is great, but the decline in usage is likely due to a number of factors. The pricing has gotten truly wild in recent years. Tinder, for instance, has multiple subscription tiers that average out to around $40 to $60 per month. On top of that, the company also sells "Super Likes" to the tune of $3 a pop and profile boosts at $8 each. It's a microtransaction hell.
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