Facebook’s turning itself into a covert dating website

Facebook wants to become that dating site your grandparents can be comfortable using.

In an announcement that seemingly no one expected, Facebook’s aimed a Cupid arrow squarely at Tinder, Bumble, and others in the happy hearts facilitation industry.

“We’re building a feature for dating and relationships within the Facebook app,” the company announced.

It’s rationale is that people already use Facebook to “meet new people”, and it wants to do a better job at playing matchmaker.

But how will it work?

“People will be able to create a dating profile that is separate from their Facebook profile — and potential matches will be recommended based on dating preferences, things in common, and mutual friends,” the company clarifies.

Users will also be able to discover one another through common interests, groups, or events they wish to attend.

But this rosy pink version of Facebook filled with hearts and rose petals will be a separate experience from the primary Facebook experience.

While it seems that some information will be shared between the two profiles, your friends won’t know who you intend to, or who you poke.

The company didn’t spend a great deal of time on the announcement, but it’s clear that investors are already excited.

Shares for Tinder’s owner Match tumbled by some 22% on the NASDAQ pre-trade.

Feature image: Connor Wells via Unsplash