This undated product image provide by Facebook shows screenshots of Facebook Dating, a mobile-only matchmaking service.
Facebook's efforts could become significant competition for Match Group Inc., which owns the now most-popular dating site, Tinder.
Facebook Dating is now available in 20 countries: Argentina, Bolivia, Brazil, Canada, Chile, Columbia, Ecuador, Guyana, Laos, Malaysia, Mexico, Paraguay, Peru, the Philippines, Singapore, Suriname, Thailand, Uruguay, Vietnam, and the United States.
Shares of Facebook stock were up 1.57 percent as of 12:25 p.m. ET on Thursday.
Secret Crush lets you match with people you already know on Facebook and/or Instagram.
"We know that inappropriate photos and videos can really ruin peoples' dating experiences". You can integrate your Instagram profile, of course, because the corporation owns your late-night IG thirst traps just as much as it owns your cousin's racist Facebook updates.
Sharp assured users there will be no overlap between a person's Facebook Dating behavior and their main Facebook page, promising that "all of your activity in Facebook Dating stays in Facebook Dating".
Facebook and other major tech companies like Google have come under increasing scrutiny for their lapses in users privacy, which have drawn the ire of regulators.
"The people who will see your Dating profile are the people suggested to you, the people to whom you're suggested, and the people you add as crushes in Secret Crush", Facebook explains.
That doesn't mean one's Facebook friends are off limits, however. Your dating profile also won't show up on your newsfeed or be visible to friends; it's only for others using the dating service. However, you dont have to wait to match - just go forward and send a message or tap the Like button. If you'd like to share details of an upcoming date with those close to you, you can share information via Messenger.
Creating your Dating profile is easier than ever. For dating, users can create a separate profile of theirs.