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SM2008 HOME S.jpg homepage on 9 July 2008
Web address
Slogan The world’s leading Muslim introduction agency.
Commercial? Yes
Type of site Matrimonial website
Registration Yes
Available in English
Users 1,000,000
Owner Adeem Younis
Created by Adeem Younis
Launched 1 August 2000 (2000-08-01)
Revenue Steady £100,000
Current status Active is a matrimonial website designed for and marketed to Muslims. The website was launched on 1 August 2000, and its headquarters are is based in Wakefield, West Yorkshire, England.


Founder and managing director Adeem Younis conceived the idea for[1][2] when he was a 19 year old undergraduate student at the University of Leeds.[3][4] On 1 August 2000, Younis launched the website from his office, above a fast food shop in Wakefield, West Yorkshire, England. Friends and contacts in the local community helped the venture by offering support with website development, photography, and other essentials.[1][2]

The company has grown from just two original members of staff to eight and expects to keep expanding as the website continues to grow internationally.[5] As well as being available in the United Kingdom, the website also has Pakistani-, Canadian-, Australian-, and American-centered web pages.[6] also works in partnership with Muslim Marriage Events. In 2010, 130,000 members signed up to their events in the United Kingdom.[7]

Features[edit] works as an introductions agency to help single Muslims find a compatible marriage partner, as an alternative to using traditional methods.[8] Gold Membership entitles users full access to all the services offered by the website. Women are offered Gold Membership free of charge, whereas men are required to pay for Gold Membership packages on a reoccurring subscription.[9]

The website allows users to create a profile with personal, faith-based, educational, and professional information, and upload pictures. Users can send instant messages to members of the opposite gender, and send them virtual gifts. Users can perform searches of the member database based on criteria such as age, religious sect, location, country of origin, piety, citizenship, language(s), marital status, education, and profession. The website also has a real time live chat feature.

The website team manually vet each profile data and photographs for authenticity.[1][2][10] The website is also self-regulating so users can report other users who are misusing the service, or who may not be genuine users, and there is a zero-tolerance policy in place where such people will be removed. Family or friends can also register on the website on behalf of someone.[10]


By the end of 2002, had over 10,000 registered users registered.[1][2] By June 2005, there were over 50,000 active accounts on the website, and in December 2006 the website had its 100,000th user. The website has over 14,000 new members joining the website every month and an increasing number of international members are being drawn to the website.[10] As of August 2010, there were over registered 500,000 members, which rose to 600,000 members in January 2011. More than 500 new user accounts are registered every day. In October 2012, the website had its millionth user.[1][2][3] Since 2004, the website has seen a 1,000 percent growth in users and a tenfold increase in turnover.[10]

Since 2007, has learned of an average of four new marriages every day. The website is thought to have brought around 10,000 marriages.[1][2] On average two people a day leave the website having found success.[11]

Around half of the website’s users are British Muslims,[12][unreliable source?] therefore 10 percent of the UK’s 2.4 million Muslims are registered with, and on average the website receives over 40,000 unique visits every day.[1][2]

There is a 2:1 ratio of men to women using the website, which may reflect some of the cultural perceptions of using the Internet to find a marriage partner. The ratio of men to women using the website used to be 6:1, however the number of women registering has increased since free Gold Membership was introduced to women.[1][2]


In July 2009, a survey revealed that an overwhelming majority of Muslims believe that, ideally, Muslims should be married by the age of 25.[13]

In February 2010, a survey found that Muslim couples were scaling back their wedding celebrations.[14]

In May 2010, A survey revealed that most Muslims who stated a preference believe pre-marital health screening is essential.[15][16]

In June 2010, a survey showed that when asked to state a preference, over one third of the website’s users look primarily for evidence of piety and religious compatibly when looking for an ideal marriage partner.[17][18]

In October 2010, a survey revealed that a majority of the Muslims believe that they would personally not choose to practise polygamy given the choice.[19][20]

In January 2011, A survey showed that Muslims (particularly Muslim women) prefer to marry closer to home.[20][21] The survey concluded that more than 65 percent of members would prefer their ideal marriage partner to come from the same country as them. A third of those polled would prefer their future spouse to come from the same town or city.[22]

In February 2011, a survey showed that the majority of Muslim men would prefer to marry someone younger.[23]

Media and reception[edit]

On 3 October 2007, BBC One broadcast a documentary about entitled Single British[10][24] In August 2008, the website featured on a two episodes of six-part ITV1 series, A Match Made in Heaven.[25][26]

In June 2009, Majid Nagra, candidate from series five of BBC reality television programme The Apprentice, endorsed the website.[9]

In August 2010, Catherine Heseltine, Muslim Public Affairs Committee UK (MPACUK) CEO, married her husband Muhammad Ali who she met using the website.[13][27]

In March 2012, Rashid Khan and Damon Scully, who appeared on Channel 4 documentary series Make Bradford British, endorsed the website.[28]

See also[edit]


  1. ^ a b c d e f g h "Marriage made on the Net". The Asian Today. 10 August 2010. Retrieved 1 April 2013. 
  2. ^ a b c d e f g h "Marriage made on the Net". Desi Xpress. 10 August 2010. Retrieved 1 April 2013. 
  3. ^ a b de Muth, Susan (1 January 2011). "Muslim matrimonial websites--halal or haram?". The Middle East. Retrieved 1 April 2013. 
  4. ^ "Who’s Behind Online Dating, and Why Does it Matter?". Patheos. 30 November 2011. Retrieved 1 April 2013. 
  5. ^ "Wakefield business talent wins national award in Parliament". Mary Creagh. Retrieved 1 April 2013. 
  6. ^ Lee, Rebecca (29 May 2007). "MDate Joins Ranks of Faith-Based Matchmaking Web Sites". ABC News. Retrieved 1 April 2013. 
  7. ^ Murtagh, Mary (8 February 2011). "Muslims in the UK try a western approach to matchmaking". The National. Retrieved 1 April 2013. 
  8. ^ "Love: Digital dating". Yorkshire Evening Post. 14 February 2011. Retrieved 1 April 2013. 
  9. ^ a b "Membership Packages". Retrieved 1 April 2013. 
  10. ^ a b c d e Hancock, Melisaa (1 April 2008). "Matchmaking the Muslim way". Real Business. Retrieved 1 April 2013. 
  11. ^ Turner, Hossein (7 January 2012). "Is there a marriage crisis in the British Muslim community?". Durham: Weekly Zaman. Retrieved 1 April 2013. 
  12. ^ "Online Dating Trends: A Look At The Popularity Of Muslim Dating". Dating Sites Reviews. 4 January 2011. Retrieved 1 April 2013. 
  13. ^ a b "Twenty-five is ideal marriage age says survey". Asian Image. 14 July 2009. Retrieved 1 April 2013. 
  14. ^ "Recession hits Muslim wedding plans". Middle East Online. 1 February 2010. Retrieved 1 April 2013. 
  15. ^ "Muslims believe pre-marital health checks to be 'essential'". Middle East Online. 7 May 2010. Retrieved 1 April 2013. 
  16. ^ "Muslims believe pre-marital health checks to be 'essential'". The Siasat Daily. 7 May 2010. Retrieved 1 April 2013. 
  17. ^ "Piety tops marriage criteria among Muslims". Middle East Online. 24 June 2010. Retrieved 1 April 2013. 
  18. ^ "Muslims look for piety first in partners: poll". Canoe. 24 June 2010. Retrieved 1 April 2013.  |first1= missing |last1= in Authors list (help)
  19. ^ "Majority of Muslims not for polygamy: Poll". The Express Tribune. 4 November 2010. Retrieved 1 April 2013. 
  20. ^ a b "Survey reveals Muslim attitudes to polygamy". Islam Online. 29 October 2010. Retrieved 1 April 2013. 
  21. ^ "Home town is where the heart is for Muslim women". Middle East Online. 7 January 2011. Retrieved 1 April 2013. 
  22. ^ "What British Muslim's think about their love-match?". Republika. 24 January 2011. Retrieved 1 April 2013. 
  23. ^ "Muslim women seek older husbands". Middle East Online. 4 February 2011. Retrieved 1 April 2013. 
  24. ^ "Single Muslim - BBC One, 3rd October, 23.320". Charlie Gillett. 2 October 2007. Retrieved 1 April 2013.  |first1= missing |last1= in Authors list (help)
  25. ^ "Adeem Younis". Edge Foundation. Retrieved 1 April 2013. 
  26. ^ "A Match Made In Heaven, ITV1, July 13 - Aug 17". 17 August 2009. Retrieved 1 April 2013. 
  27. ^ "Dating services for the modern Muslim". NDTV. 9 November 2010. Retrieved 1 April 2013. 
  28. ^ ""Is Damon a Muslim?" (from Make Bradford British)". 28 March 2012. Retrieved 1 April 2013. 

External links[edit]