Tinder offers covid-19 tests to its users 0:47
London (CNN Business) -
Tinder, Hinge, Bumble and other dating apps will allow more users to show whether they have been vaccinated against COVID-19 and offer benefits to those who say they have already.
The platforms will give British users the option to show their vaccination status, they announced Monday, after partnering with the UK government to encourage younger people to come forward for the coronavirus vaccine.
They cited a poll by British firm YouGov that showed that nearly two-thirds of adults would prefer to date a vaccinated person or would rule out dating someone who is not vaccinated.
The move follows a similar campaign in the United States, which was launched last month.
On Tinder, users will be able to add a pro-vaccination tag to their profile and receive a free "Super Like" for doing so.
Hinge will give users a free "Rose" to present to potential matches, while Bumble will offer discounts to customers who are not paying for premium features.
OkCupid, Match, Plenty of Fish and Badoo are also participating in the initiative.
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UK Vaccines Minister Nadhim Zahawi said he was' excited 'to reveal the government partnership, while Alexandre Lubot, CEO of Match Group, owner of most of the participating platforms, said:' A significant part of getting back to normal is helping people feel safe while connecting in person.
"A unified push toward more vaccinations will allow people to meet in person and connect in meaningful ways," said Lubot.
Dating apps have seen the business thrive since the pandemic began, with people trapped at home flocking to services to meet new people.
Tinder helps you meet the ideal partner without fear of covid-19
Tinder's revenue increased 18% to $ 1.4 billion in the year through March, with the popular dating app boosting Match Group's overall business.
Bumble, a rival dating app, has seen its share price double since it went public in February.
In March, Tinder gave 1,000 covid-19 tests to users as part of a promotion, while last year Hinge partnered with Chipotle and Uber Eats to create a new menu to encourage socially distancing meals.
"Dating apps and services are the starting point for about a third of all new relationships," George Kidd, executive director of the UK Online Dating Association, said in a statement.
"When it was not possible to meet in person, services were an important way to meet other people online, hoping to meet later, when it was safe."
Around 10 million people in the UK have used dating apps, according to the group.
"For us, every step towards people coming back to get together, make new friends, start new relationships is a step forward for all of us," Kidd said.
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