Facebook Dating 在推出六年后意外成为“隐形强者”，全球用户达 2,100 万，其美国 18–29 岁日活为 177 万，较 2024 年该年龄层日对话量增长 24%，挑战“只有老年人在用 Facebook”的刻板印象。其与 Hinge 相比体量更大，并以零订阅费用吸引对付费机制厌倦的年轻用户。功能上，平台依托强力 AI 助手提供“跳过滑动”的匹配方式，可根据自然语言偏好自动推荐对象，并即将上线 Vibe Check 每周问卷和 Meet Cute 个性化推荐，避免付费机制（如 Hinge 的 roses）。尽管如此，匹配距离过远仍是常见抱怨，一些用户也因“左滑即永不再见”的设计而错失潜在对象。
使用行为出现显著异化。部分 Z 世代将该平台用于曝光、引流至 Instagram 或 Twitch，形成“电商式”求关注生态；TikTok 上既有将匹配者做成节目化点评的内容，也有诈骗案例（如 2024 年的 44 条系列视频，涉骗款 4,000 美元）。Meta 强调安全为优先任务，2024 年曾在尼日利亚、喀麦隆、科特迪瓦、贝宁与加纳移除超过 40 万个冒充军人或商人的诈骗账户。尽管具极高用户量，该服务几乎未做传统营销，因而文化存在感有限。
Meta 计划在 2026 年于奥斯汀与达拉斯启动 Facebook Dating 的首次推广，以突破“意想不到的约会场所”的形象。平台现状类似“巨头体系中的弱者”：母公司市值达 1.5 万亿美元但在约会市场仍处早期渗透阶段。AI 功能成熟且不依赖付费，但行业正从“规模优先”转向“关系质量优先”。2,100 万用户仅是基础，未来增长路径与文化定位将成为真正的考验。
Facebook Dating has quietly become a major platform six years after launch, reaching 21 million users and 1.77 million daily active US users aged 18–29. Conversations among this cohort rose 24% in 2024, challenging the belief that only older users remain on Facebook. It now exceeds Hinge in scale and attracts younger users by avoiding subscription paywalls. Its AI assistant offers natural-language–based “skip the swipe” matching and will soon add weekly Vibe Check questionnaires and Meet Cute personalized picks, positioning it as the most fully featured AI-driven dating companion. Persistent issues include inaccurate distance matching and the irreversible nature of swiping left, which can permanently remove a potential match.
User behaviors are evolving in unexpected ways. Many Gen Z users treat the platform as a visibility tool—promoting music, Twitch streams, or Instagram pages—creating an influencer-leaning micro-ecosystem. TikTok showcases everything from humorous match reviews to cautionary tales, such as a 2024, 44-part series recounting a USD 4,000 scam. Meta cites safety as a priority, removing more than 400,000 impersonation-based scam accounts in 2024 across several African countries. Despite its size, Facebook Dating has minimal cultural presence due to the absence of marketing.
Meta will launch the service’s first dedicated campaign in 2026 in Austin and Dallas to reposition it from an “unlikely dating destination” to a cultural player. Though Meta is a USD 1.5 trillion company, Facebook Dating remains an underdog within the dating sector. Its strong AI features and lack of monetization pressure give it strategic flexibility, but as the industry shifts from scale to meaningful connections, its 21 million users represent only a starting point; how the platform evolves its identity will determine its long-term impact.