The 18-month old start-up has gained investment from R/GA Ventures and Snapchat owner Snap and its client roster includes Pepsi Co, Adidas, Heineken, and 21st Century Fox.Whalar describes itself as a "dating service" because the site’s algorithm helps brands find creators to collaborate with.This has made it difficult for established players to remain competitive.Launched in Australia in 2007, e Harmony Australia uses algorithms that match members based on their interests.
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However, most mobile dating app operators do not charge membership fees.
Instead, they rely on revenue from online advertising and from onselling information to marketing businesses.
However, the influencer marketing space has come under heavy criticism after instances of ads not being easily recognised as marketing communications.
In March, the Advertising Standards Authority published new guidelines on affiliate marketing to help brands stick to UK advertising rules.
As online dating services continue to gain popularity, and the concept of meeting someone online becomes less taboo, revenue for dating services is expected to grow.