--- title: "Once's Pivot: From Dating to Chat Monetization" description: "Once shifts from dating to chat app, prioritizing revenue over matchmaking. Trustpilot rating plummets to 1.2. What this means for the industry." lang: en-GB json-ld: | [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "Once's Pivot to Chat: A Confession of Abandoning Dating for Monetization", "description": "Once shifts from dating to chat app, prioritizing revenue over matchmaking. Trustpilot rating plummets to 1.2. What this means for the industry.", "abstract": "Once shifts from dating to chat app, prioritizing revenue over matchmaking. Trustpilot rating plummets to 1.2. What this means for the industry.", "image": [ "https://images.pexels.com/photos/6140366/pexels-photo-6140366.jpeg" ], "datePublished": "2026-09-24T07:00:00+00:00", "dateModified": "2026-09-24T07:00:00+00:00", "inLanguage": "en-GB", "isAccessibleForFree": true, "wordCount": 951, "articleSection": "Financial & Investor", "author": { "@type": "Person", "name": "DII Financial Intelligence Desk", "url": "https://www.datingindustryinsights.com/author/financial-intelligence", "jobTitle": "Financial Intelligence Desk", "description": "The DII Financial Intelligence Desk covers earnings, valuations, funding and the financial performance of the global online dating industry.", "knowsAbout": [ "Online dating industry", "Dating app business models", "Match Group", "Dating industry regulation" ], "sameAs": [], "worksFor": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" } }, "publisher": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/", "logo": { "@type": "ImageObject", "url": "https://www.datingindustryinsights.com/images/am-rebrand-logo.jpg" }, "parentOrganization": { "@type": "Organization", "name": "High Intent Media Inc", "url": "https://www.highintentmediagroup.com" } }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://www.datingindustryinsights.com/news/once-was-built-now-selling-chat" }, "isPartOf": { "@type": "WebSite", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" }, "speakable": { "@type": "SpeakableSpecification", "cssSelector": [ "article h1", "article .article-body > p:first-of-type" ] }, "alternativeHeadline": "Dating Group acquired the online dating platform Once in 2021 for up to 18 million US dollars.", "mainEntity": { "@type": "ItemList", "name": "Key points", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Dating Group acquired the online dating platform Once in 2021 for up to 18 million US dollars." }, { "@type": "ListItem", "position": 2, "name": "Once has pivoted away from matchmaking to rebrand as a chat app that relies on in-app currency called Gems for messaging." }, { "@type": "ListItem", "position": 3, "name": "Once holds a 1.2 out of 5 rating on Trustpilot, with 85 per cent of nearly 2,000 reviews giving one star." }, { "@type": "ListItem", "position": 4, "name": "Subscribers on Once must spend additional Gems currency to message user profiles that Once classifies as popular." } ] }, "backstory": "Dating app operators that prioritise in-app engagement and transaction frequency over real-world relationship outcomes risk severe brand erosion and category distrust. Investors and compliance teams should scrutinise dual-monetisation strategies where platforms layer virtual currency systems over recurring subscription fees.", "about": { "@type": "Organization", "name": "seeking", "url": "https://www.datingindustryinsights.com/companies/seeking" }, "mentions": [ { "@type": "Organization", "name": "seeking", "url": "https://www.datingindustryinsights.com/companies/seeking" }, { "@type": "Organization", "name": "Courtland Brooks", "url": "https://www.datingindustryinsights.com/companies/courtland-brooks" }, { "@type": "Organization", "name": "Match Group", "url": "https://www.datingindustryinsights.com/companies/match-group" } ], "citation": [ { "@type": "WebPage", "name": "Dating Group's 2021 acquisition valued Once at up to $18M", "url": "https://partechpartners.com/news/dating-group-acquires-once-app-18-million-deal", "publisher": { "@type": "Organization", "name": "partechpartners.com" } }, { "@type": "WebPage", "name": "the entire industry trends this direction simultaneously", "url": "https://www.bbc.com/news/articles/c9w1we5gz5qo", "publisher": { "@type": "Organization", "name": "bbc.com" } }, { "@type": "WebPage", "name": "selling Gems to people who thought they were there to date", "url": "https://www.theguardian.com/lifeandstyle/2025/oct/12/chatgpt-ed-into-bed-chatfishing-on-dating-apps", "publisher": { "@type": "Organization", "name": "theguardian.com" } } ], "hasPart": [ { "@type": "WebPageElement", "name": "From One Match a Day to Coins Per Conversation", "url": "https://www.datingindustryinsights.com/news/once-was-built-now-selling-chat#section-0-from-one-match-a-day-to-coins-per-conversation" }, { "@type": "WebPageElement", "name": "When Engagement Becomes the Enemy of Outcomes", "url": "https://www.datingindustryinsights.com/news/once-was-built-now-selling-chat#section-1-when-engagement-becomes-the-enemy-of-outcomes" }, { "@type": "WebPageElement", "name": "The Broader Pattern Operators Should Fear", "url": "https://www.datingindustryinsights.com/news/once-was-built-now-selling-chat#section-2-the-broader-pattern-operators-should-fear" } ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.datingindustryinsights.com/" }, { "@type": "ListItem", "position": 2, "name": "News", "item": "https://www.datingindustryinsights.com/news" }, { "@type": "ListItem", "position": 3, "name": "Financial & Investor", "item": "https://www.datingindustryinsights.com/news" }, { "@type": "ListItem", "position": 4, "name": "Once's Pivot to Chat: A Confession of Abandoning Dating for Monetization" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What is the Once app Trustpilot rating?", "acceptedAnswer": { "@type": "Answer", "text": "Once holds a 1.2 out of 5 rating on Trustpilot, with 85 per cent of nearly 2,000 user reviews awarding the service one star." } }, { "@type": "Question", "name": "Who owns the Once dating app?", "acceptedAnswer": { "@type": "Answer", "text": "Dating Group acquired Once in 2021 in a transaction that valued the platform at up to 18 million US dollars." } }, { "@type": "Question", "name": "How does the Once app monetise users?", "acceptedAnswer": { "@type": "Answer", "text": "Once employs a dual-monetisation model that combines paid subscription tiers with an in-app virtual currency called Gems needed to send messages." } } ] } ] --- [![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp)](/)[A High Intent Media Brand](https://www.highintentmediagroup.com) [About](/about) [Companies](/companies "Dating App Companies") [Products](/directory "Dating Products & Features") [People](/people "Industry People & Executives") [News](/news "Dating Industry News") [Reports](/reports "Market Reports & Data") [Resources](/resources "Industry Resources") Log InRegister Free Trending [Once's Pivot to Chat: A Confession of Abandoning Dating for Monetization](/news/once-was-built-now-selling-chat) | [Club Introductions' Mid-Market Gamble: Filling America's Matchmaking Gap](/news/club-introductions-affordable-matchmaking-us) | [Match Group's Upward Pivot: A Bet on Intent Over Identity](/news/christian-dating-app-upward-marriage-focus) | [Dating Apps' Safety Crisis: A Regulatory Reckoning Looms](/news/99-percent-women-abuse-dating-platforms) | [Facebook Dating's Quiet Dominance: A Free Model Disrupts Paid Platforms](/news/facebook-dating-gains-ground-dating-apps) | [Once's Pivot to Chat: A Confession of Abandoning Dating for Monetization](/news/once-was-built-now-selling-chat) | [Club Introductions' Mid-Market Gamble: Filling America's Matchmaking Gap](/news/club-introductions-affordable-matchmaking-us) | [Match Group's Upward Pivot: A Bet on Intent Over Identity](/news/christian-dating-app-upward-marriage-focus) | [Dating Apps' Safety Crisis: A Regulatory Reckoning Looms](/news/99-percent-women-abuse-dating-platforms) | [Facebook Dating's Quiet Dominance: A Free Model Disrupts Paid Platforms](/news/facebook-dating-gains-ground-dating-apps) [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fonce-was-built-now-selling-chat&text=Once's%20Pivot%20to%20Chat%3A%20A%20Confession%20of%20Abandoning%20Dating%20for%20Monetization)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fonce-was-built-now-selling-chat)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fonce-was-built-now-selling-chat) 1. [Home](/) 3. [News](/news) 5. [Financial & Investor](/news) 7. Once's Pivot to Chat: A Confession of Abandoning Dating for Monetization ![A smartphone screen displaying a mobile chat interface alongside prompts to purchase virtual currency.](https://images.pexels.com/photos/6140366/pexels-photo-6140366.jpeg?auto=compress&cs=tinysrgb&w=1200&h=220&fit=crop&fm=webp&q=50&dpr=1) A smartphone screen displaying a mobile chat interface alongside prompts to purchase virtual currency. [Financial & Investor](/news?category=financial-intelligence) # Once's Pivot to Chat: A Confession of Abandoning Dating for Monetization By [DII Financial Intelligence Desk](/author/financial-intelligence)· September 24, 2026· 5 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fonce-was-built-now-selling-chat&text=Once's%20Pivot%20to%20Chat%3A%20A%20Confession%20of%20Abandoning%20Dating%20for%20Monetization)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fonce-was-built-now-selling-chat)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fonce-was-built-now-selling-chat) A A ## Key Points - • Dating Group acquired the online dating platform Once in 2021 for up to 18 million US dollars. - • Once has pivoted away from matchmaking to rebrand as a chat app that relies on in-app currency called Gems for messaging. - • Once holds a 1.2 out of 5 rating on Trustpilot, with 85 per cent of nearly 2,000 reviews giving one star. - • Subscribers on Once must spend additional Gems currency to message user profiles that Once classifies as popular. Once raised $18M in 2021 selling investors on its signature proposition: one curated match per day, quality over swiping chaos. Three years later, the company's own website no longer calls itself a dating app. This isn't a rebrand—it's a confession that Once has abandoned dating altogether in favour of a monetisation model that depends on users never actually meeting. The platform now bills Once as an 'Iconic Chat App' where users hunt for their 'Perfect Chat Partner'. A recent recruitment post went further still, describing the platform as a 'chatting app and creators platform'. The dating bit? Conspicuously absent. ![Person using dating app on mobile phone](https://images.pexels.com/photos/5428952/pexels-photo-5428952.jpeg) Person using dating app on mobile phone ## From One Match a Day to Coins Per Conversation The mechanics tell the story. Once now operates on a dual-extraction model: subscriptions plus an in-app currency called Gems. Users burn Gems to send messages and access features. Critically, even paying subscribers must spend Gems to message profiles Once designates as 'popular'—a designation the company controls entirely. ### Create a free account Unlock unlimited access and get the weekly briefing delivered to your inbox. Register free No spam. No password. We'll send a one-time link to confirm your email. This mirrors free-to-pay gaming mechanics, not dating app conventions. Paying members of Hinge, Tinder Platinum, or [Bumble Premium](/products/bumble-premium) expect full feature access. Once has imported the mobile gaming playbook wholesale: create artificial scarcity, then sell the currency to overcome it. The model works brilliantly for Candy Crush. For a service where the stated goal is facilitating real-world relationships, it's poison. The user response has been predictably brutal. Once currently holds a 1.2 out of 5 rating on Trustpilot, with 85% of nearly 2,000 reviews awarding one star. The complaints cluster around cost and perceived manipulation. Multiple reviewers allege that profiles appear fake, automated, or deliberately engineered to extract Gem purchases—claims Once denies, stating it does not use fake or AI-generated profiles. Without independent verification, those allegations remain user perception rather than established fact. But perception matters, particularly when it's this consistent and this angry. ## When Engagement Becomes the Enemy of Outcomes > The distinction is very clear. If users want to chat, they should go to a chatty app or an AI companion app. Once has become a chatty app. If users want to date IRL, go to a dating app. Mark Brooks, industry consultant and founder of [Courtland Brooks](/companies/courtland-brooks), doesn't mince words. But it's worth spelling out the implications. Dating apps face a fundamental business model tension: they generate revenue from ongoing usage, but deliver value by facilitating departures. The member who meets someone in week two and deletes the app is a product success and a revenue failure. Once has solved it differently: by eliminating the tension altogether. If you're not actually trying to get users off the platform, you can optimise entirely for time-on-app and transaction frequency. Gems per conversation. Messages per session. The metrics beloved by engagement-focused social platforms, transposed directly onto what was once a dating product. ![Mobile phone displaying chat conversation interface](https://images.pexels.com/photos/36729755/pexels-photo-36729755.jpeg) Mobile phone displaying chat conversation interface [Dating Group's 2021 acquisition valued Once at up to $18M](https://partechpartners.com/news/dating-group-acquires-once-app-18-million-deal) based on its quality-focused positioning. Either that model failed commercially—a distinct possibility given the capital intensity of curated matching at scale—or new ownership determined that chat-and-currency would deliver better unit economics. The company has not disclosed financial performance since acquisition, so the success of the pivot remains opaque to outsiders. What's visible is the product itself, which now resembles a creator-tipping platform more than the service that originally attracted investment. ## The Broader Pattern Operators Should Fear Once isn't alone in drifting toward engagement-maximising features that delay real-world meetings. Bumble (BMBL) added Compliments as a paid icebreaker feature—more transactions, more time in-app before actual conversation. Tinder introduced Super Likes and Boosts years ago, effectively monetising impatience. [Match Group](/companies/match-group) (MTCH) has experimented with video chat features across properties, ostensibly for safety but conveniently keeping members on-platform. The difference is degree, not kind. Those features still operate within products structurally designed to facilitate meeting. Once has crossed into different territory entirely: a platform where dating is incidental to chatting, and chatting exists to sell currency. The rebrand to 'chat app' makes that official. > Dating apps succeed when users leave. Chat apps succeed when they don't. Once has chosen its side, and it's not the one users signed up for. ![Person holding smartphone with disappointed expression](https://images.pexels.com/photos/5428939/pexels-photo-5428939.jpeg) Person holding smartphone with disappointed expression This trajectory should concern every operator tracking engagement as a north-star metric without equally rigorous measurement of outcomes—actual dates, relationships formed, successful exits. Optimising for the former without the latter produces platforms that feel productive but deliver nothing. Members eventually notice. Trustpilot scores and App Store ratings become investor problems. And when [the entire industry trends this direction simultaneously](https://www.bbc.com/news/articles/c9w1we5gz5qo), it creates the conditions for platform fatigue and category-level distrust. Dating Group now owns a product that's abandoned its founding promise entirely. Whether that decision proves commercially successful will depend on metrics the company doesn't publish. What's already clear is that Once is no longer in the dating business. It's in the business of [selling Gems to people who thought they were there to date](https://www.theguardian.com/lifeandstyle/2025/oct/12/chatgpt-ed-into-bed-chatfishing-on-dating-apps). ## Key Takeaways - • Dating app operators that prioritise in-app engagement and transaction frequency over real-world relationship outcomes risk severe brand erosion and category distrust. - • Investors and compliance teams should scrutinise dual-monetisation strategies where platforms layer virtual currency systems over recurring subscription fees. ## Frequently Asked Questions ### What is the Once app Trustpilot rating? ### Who owns the Once dating app? ### How does the Once app monetise users? Cite this article D [DII Financial Intelligence Desk](/author/financial-intelligence) Financial Intelligence Desk The DII Financial Intelligence Desk covers earnings, valuations, funding and the financial performance of the global online dating industry. [More articles by DII Financial Intelligence Desk](/author/financial-intelligence) ### In this article - [From One Match a Day to Coins Per Conversation](#section-0-from-one-match-a-day-to-coins-per-conversation) - [When Engagement Becomes the Enemy of Outcomes](#section-1-when-engagement-becomes-the-enemy-of-outcomes) - [The Broader Pattern Operators Should Fear](#section-2-the-broader-pattern-operators-should-fear) ### Mentioned in This Article Companies [![Courtland Brooks logo](https://img.logo.dev/courtlandbrooks.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Courtland Brooks Media & Consultancy ](/companies/courtland-brooks)[![Match Group logo](https://img.logo.dev/mtch.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Match Group Dating Platform MTCH $31.42 ▼-1.20% ](/companies/match-group)[![Seeking logo](https://img.logo.dev/seeking.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Seeking Dating Platform ](/companies/seeking) Products [![Seeking logo](https://img.logo.dev/name/Seeking?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Seeking ](/products/seeking)[![Boo logo](https://img.logo.dev/name/Boo?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Boo ](/products/boo)[![HER logo](https://img.logo.dev/weareher.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)HER ](/products/her-app)[![Hinge logo](https://img.logo.dev/hinge.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Hinge ](/products/hinge)[![Bumble Premium logo](https://img.logo.dev/name/Bumble%20Premium?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Bumble Premium ](/products/bumble-premium)[![Bumble logo](https://img.logo.dev/name/Bumble?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Bumble ](/products/bumble)[![Official logo](https://img.logo.dev/name/Official?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Official ](/products/official)[![Once logo](https://img.logo.dev/name/Once?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Once ](/products/once)[![Ship logo](https://img.logo.dev/name/Ship?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Ship ](/products/ship)[![Tinder logo](https://img.logo.dev/tinder.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Tinder ](/products/tinder) ## Trending in Dating Tech 1. 1 [![A smartphone screen displaying a Hinge dating profile with a beating heart status badge next to the user name.](https://images.pexels.com/photos/36765306/pexels-photo-36765306.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hinge-signals-feature-highlights-user-engagement) [Hinge's 'Signals' Badge: Engagement Fix or Just a Retention Play?](/news/hinge-signals-feature-highlights-user-engagement) 2. 2 [![A confident woman in her 40s looking directly ahead with self-assurance.](https://images.pexels.com/photos/6539899/pexels-photo-6539899.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/ashley-madison-women-sexuality-aging-study) [Midlife Women Claim Sexual Agency: A Missed Market for Dating Apps](/news/ashley-madison-women-sexuality-aging-study) 3. 3 [![Participants taking part in an outdoor fitness run hosted by a dating app operator.](https://images.pexels.com/photos/4998878/pexels-photo-4998878.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/tantan-joins-irl-dating-events) [Tantan's Event Strategy: A New User Acquisition Model or Costly PR?](/news/tantan-joins-irl-dating-events) 4. 4 [![A large crowd gathered at night with illuminated smartphone screens raised toward a live music performance.](https://images.pexels.com/photos/17617371/pexels-photo-17617371.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/grindr-irl-events-grow-brand-business) [Grindr's Experiential Marketing: Monetizing Brand Discomfort](/news/grindr-irl-events-grow-brand-business) 5. 5 [![A smiling woman in her fifties sitting on a sofa while viewing a dating profile on her smartphone.](https://images.pexels.com/photos/8153731/pexels-photo-8153731.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/dating-apps-gen-z-vs-40) [ParshipMeet's Pivot: Abandoning Gen Z for Profitable Over-40s](/news/dating-apps-gen-z-vs-40) ### Create a free account Unlimited access — delivered weekly. Register free No spam. No password. We'll send a one-time link to confirm your email. ## Comments Join the discussion Industry professionals share insights, challenge assumptions, and connect with peers. Sign in to add your voice. Sign in with Google or use email Your comment is reviewed before publishing. No spam, no self-promotion. [← Previous Article Club Introductions' Mid-Market Gamble: Filling America's Matchmaking Gap ](/news/club-introductions-affordable-matchmaking-us)[Community & Directory](/news?category=community) ## More in Financial & Investor [View all →](/news?category=financial-intelligence) [ Financial & Investor ![A young couple sitting together on a date and looking closely at a smartphone screen.](https://images.pexels.com/photos/36430227/pexels-photo-36430227.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Match Group's Upward Pivot: A Bet on Intent Over Identity Match Group has repositioned Upward, formerly a Christian dating app, for the third time in under five years The app now… Wednesday 23rd September (1 day ago) · 1 min read Read → ](/news/christian-dating-app-upward-marriage-focus)[ Financial & Investor ![A smartphone displaying a modern dating app interface next to global location icons.](https://images.pexels.com/photos/37634393/pexels-photo-37634393.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Match Group's Localisation Pivot: A Last-Ditch Effort or Strategic Masterstroke? Match Group CEO Spencer Rascoff expects user and subscriber declines to continue until at least 2027 before stabilising … Tuesday 22nd September (2 days ago) · 1 min read Read → ](/news/ceo-spencer-rascoff-match-group-strategy)[ Financial & Investor ![A smiling woman in her fifties sitting on a sofa while viewing a dating profile on her smartphone.](https://images.pexels.com/photos/8153731/pexels-photo-8153731.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### ParshipMeet's Pivot: Abandoning Gen Z for Profitable Over-40s ParshipMeet Group revenue rose 5% at Parship and 25% at eharmony following pivot to over-40s demographic Conversion rate… Monday 21st September (3 days ago) · 1 min read Read → ](/news/dating-apps-gen-z-vs-40)[ Financial & Investor ![Participants taking part in an outdoor fitness run hosted by a dating app operator.](https://images.pexels.com/photos/4998878/pexels-photo-4998878.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Tantan's Event Strategy: A New User Acquisition Model or Costly PR? Tantan reports 90% attendance rates at physical fitness events, far exceeding typical free event no-show rates of 40-60%… Friday 18th September (6 days ago) · 1 min read Read → ](/news/tantan-joins-irl-dating-events) ![](https://images.pexels.com/photos/36430227/pexels-photo-36430227.jpeg) Up next: [Match Group's Upward Pivot: A Bet on Intent Over Identity](/news/christian-dating-app-upward-marriage-focus) [](/news/christian-dating-app-upward-marriage-focus) ![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp) B2B intelligence for the online dating industry. Part of [High Intent Media Inc](https://www.highintentmediagroup.com) [in](https://www.linkedin.com/company/dating-industry-insights)[](/rss.xml) ### Explore - [News](/news) - [Companies](/companies) - [People](/people) - [Products](/directory) ### Explore - [Resources](/resources) - [Data & Intelligence](/data) - [Regulation](/regulation) - [Glossary](/glossary) ### Contact - [About](/about) - [Editorial Standards](/about/editorial-standards) - [Corrections](/about/corrections) - [Ownership & Funding](/about/ownership-funding) - [Editorial Contact](/contact?subject=Editorial+Inquiry) - [Advertising & Partnerships](/contact?subject=Advertising+%26+Sponsorship) - [Press](/press) - [Submit a Listing](/contact?subject=Directory+Listing+Request) - [Sitemap](/sitemap.xml) © 2026 Dating Industry Insights. All rights reserved. 500 Paterson Plank Rd STE 31016, Union City, New Jersey, 07087, USA [Contact Us](/contact) · [Privacy Policy](/privacy) · [Terms of Use](/terms) · [Cookie Policy](/cookie-policy)