San Francisco-based start-up Blume has created a dating app that lets users match by taking in-the-moment selfies.
The app, also called Blume, shows the photograph taken by a user for seven seconds before it disappears. Their dating prospect needs to decide during this time if they want to match with the person or not. If the match is confirmed, they unlock each other's full profile to view further pictures and access a messaging function.
Aiming to put the emotion back into online courtship, the tool helps daters hone in on a smaller, more manageable selection of potential partners. "Both parties are certain that the other party was also keen on making the match happen, leading to much better communication between them. Over 68% of people who match fully on Blume initiate a conversation," co-founder Daniel Delouya told website TechCrunch.
Many dating apps leave consumers feeling oversaturated, with excessive matching leading to less communication. Blume avoids this by relying on the psychology theory that the more time a person spends making a decision, the more focused and emotionally attached they become. It also weeds out "catfish" – people with photos that are not of themselves or years out of date.
Soft launched in the US in November 2015, the app is proving popular with a younger audience profile, with 65% of its early adopters aged 18 to 24, and 25% aged between 25 and 34.
For more on how mobile dating apps are changing the way people meet and communicate, see Modern Dating.