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Facebook Taps Instagram to Boost New Dating Service

After testing a new dating experience in a handful of countries for the past year, Facebook is bringing the service to the U.S. and integrating it with Instagram. 

Those who opt into the dating service through the main Facebook app will be able to connect their Instagram accounts to show their Stories and add Instagram followers to their “Secret Crush” list, a matchmaking tool that notifies two people when they have each privately designated each other as a crush.

The integration is the latest example of how Facebook is weaving together its various properties even as its business is under antitrust investigation by the Federal Trade Commission. Nathan Sharp, the Facebook exec in charge of the dating feature, told The Information that there are no plans to integrate it with WhatsApp, another app Facebook acquired. 

The dating service will come to Facebook users in Europe, which is the company’s second most monetizable market, next year. But Sharp said Facebook currently doesn’t have plans to monetize the feature through ads or paid features like rival Tinder. Shares of Tinder parent company Match Group were down roughly 4% following Facebook’s announcement.

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