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Meredith Golden, a dating coach based in New York City, said she believes the new feature will be used largely by divorcees and users over 40 who may be less likely to use other online services.

Even though a Facebook dating service could act in the same way as other location-based dating apps, people know it mostly as a familiar and unthreatening place to talk to friends. “There are millions of singles in this demographic who want to meet someone but have reservations about using dating apps,” she said.

This could be bad news for people who don’t want to match with people in their immediate networks, noted Chelsea Reynolds, an assistant professor at California State University, Fullerton who studies online dating.

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Never Trump.dating claims it will allow people to "skip the awkward political conversations" when they first meet a potential match.

Paid members can freely message, start discussion thread, no daily limit of disucssion board entries. Members only see intersection of what they are looking for and what other members are looking for. Free messaging and status posting for undergraduates (5 messages/day limit).

Dedicated to verified college students and alumni (via education database). Alumni cannot initiate or respond to contact or post status updates.

“This is going to be for building real, long-term relationships, not just hook-ups.” The company is entering a crowded space: The dating industry is worth around billion, with revenue split between advertising and subscription services, up revenue up around 5% per year, according to a report by research firm IBISWorld. But it has one big advantage: More than 2 billion members around the world.

As dating pools go, they don’t get much bigger than that.

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