Online dating economics

Traditional heterosexual dating apps have a fatal flaw: women get flooded with low-quality messages – at best vapid, at worst boorish – to the point where checking the inbox becomes an unappealing chore.Partly as a result, men see most of their messages ignored.

Nobody is happy, but nobody can do anything about it. But a new generation of dating apps impose limitations on daters that might liberate them.

The executives at the apps themselves tend to see the problem as one of gender dynamics; their innovations are intended to tackle the unhappy experiences that too many women report.

Coffee Meets Bagel has a Woo button, where users pay (with the in-app currency) to send an extra signal to a specific someone.

Bumble allows men to “extend” one, and only one, match each day, which tells the recipient that she’s (at least somewhat) special to him.

With certain tweaks, some of the strategies pioneered by the dating apps could be used in other markets.

Where love leads the way, perhaps others will follow.Similarly, women don’t have to worry about how they’ll be perceived for initiating a conversation.“We have a phrase for these things: just blame it on Bumble,” says Mick.As a result, not only are women inundated with messages, but receiving a message becomes a very weak signal of potential compatibility.In theory, men can make a costly signal to a woman on any app by carefully reading her profile and sending a personally crafted message instead of a generic “hey.” But some apps give users more ways to send costly signals to specific matches.(Coffee Meets Bagel recently switched to a model with more, but still limited, daily matches).

941 Comments

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