Parts of this article (those related to App not using Facebook connection anymore) need to be updated.November 2019)(
|Operating system||iOS, Android, Windows Phone|
The app uses connections to Facebook friends to facilitate connections. It has sought to be identified as more attractive to a younger demographic than Match.com or eHarmony. It also was designed to be less superficial than Tinder, dispensing with Tinder-like swiping and using the slogan "the relationship app". The app has a "Your Turn" feature designed to remind a user to continue a conversation, decreasing ghosting. The company released Hinge Matchmaker in September 2017 to reinvent online dating for "people that missed out on the dating app craze".
Match Group, which owns numerous dating apps such as Tinder, made investments in Hinge as early as September 2017. On June 20, 2018, Match Group acquired 51% ownership of Hinge, with the right to acquire all the remaining shares within the next 12-month period, which it exercised. Match Group owned 100% of Hinge by the first quarter of 2019.
One of Hinge's competitors is Facebook Dating, which like Hinge includes prompts and questions to answer and display on one's profile. In both apps, one expresses interest in a potential match by liking the person's profile or commenting on a photo or other aspect of the person's profile. Unlike Facebook Dating, Hinge charges for additional features and matches.
Hinge's marketing focuses on how the app is "designed to be deleted", with its mascot, Hingie, getting roasted in a campfire, encased in ice in a freezer, run over by a cab; flattened by an air-conditioner, etc.
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