You can now set up double dates with friends on Tinder

In a strategic move to engage younger audiences amidst a drop in user activity, Tinder has unveiled a fresh feature called Double Date. Announced on Tuesday, this innovative option allows users to team up with friends for a shared dating experience, enabling them to chat with potential matches as a group. Double Date empowers users to partner with a friend and explore other paired users who match at least one of their individual preferences, such as gender and sexual orientation. When one member of a duo finds a match, a group chat is initiated that includes all four participants. Users also have the flexibility to like an individual profile within the match for private conversations if they wish. With the ability to include up to three friends, this feature aims to alleviate the stress and anxiety often linked to solo dating, fostering a more relaxed atmosphere for all involved. Cleo Long, head of product marketing, explained to TechCrunch, "In early testing, users indicated that they felt more at ease being their true selves while connecting with a friend, often leading to greater engagement." The introduction of this feature comes on the heels of Tinder’s parent company, Match Group, announcing a 5% decline in paying subscribers, dropping to 14.2 million in the first quarter across its dating platforms. Double Date is seen as a potential solution to recapture these users and attract newcomers. Early testing has shown promising results, revealing that nearly 12% of users who accepted a Double Date invitation were either new or returning customers. Additional data indicated that users engaged in Double Date chats sent 25% more messages compared to standard one-on-one exchanges, with message volume in these group chats surging by 35%, particularly among users under 29. Initially trialed in selective markets including parts of Latin America, Spain, and the Nordics, a global launch is slated for July. There is a notable trend toward group-focused dating experiences, with similar platforms such as Fourplay, DuoDate, and Doubble gaining traction in this area. A report from the UK-based dating app Slide 1828 revealed that 48% of Gen Z participants believe that double dates could help ease dating-related anxiety. In addition to Double Date, Long highlighted other features like Matchmaker and Share My Date, which aim to transform dating into more of a collaborative effort. She noted that nearly half of singles are seeking support from friends as they navigate the dating landscape. This new feature seems to build on earlier ideas, such as Tinder Social, but shifts the focus towards fostering serious yet comfortable dating interactions rather than a party ambiance.