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It spent a lot of F8 trying to convince people that, yes, Facebook can be trusted again.Observers were quick to point out that launching a new feature like dating, which comes with all kinds of privacy expectations and implications, is either bold or tone deaf, depending on who you ask.Users can also display a Starbucks badge on their profiles, highlighting their affinity for the coffee chain and making it easier for them to connect with other Starbucks aficionados.The Match.com/Starbucks relationship has also been used in joint promotions by both companies.It actually makes a lot of sense, and Chief Product Officer Chris Cox even joked that he thought Facebook would have launched dating more than a decade ago.“One of the great ironies for me is that when a lot of us joined the very first version of the service in 2004, back when it was just a handful of college students, we were convinced that dating would be the next feature Facebook was going to add,” Cox said onstage at Facebook’s conference last week.“We were right, just 14 years too early.” But what was so surprising about the announcement was the timing.Facebook is coming off of the most significant personal privacy scandal in company history.

Happn has also run branded profile campaigns for a number of charities, including Equality Now and Plan UK.Online dating services might not seem like ideal platforms for marketing.After all, many are monetized primarily through paid subscriptions, and users, for obvious reasons, are probably more focused on finding a date than clicking on ads.It’s unclear, but a spokesperson said Facebook hopes to begin testing the feature in the coming months.Those tests will determine when it will roll out more broadly. Facebook doesn’t plan to run ads alongside these profiles, either, and won’t use data associated with a user’s dating profile or behavior to target them with ads on other Facebook properties, according to a spokesperson.

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Either person can send the first message, but they’ll only be allowed to send that one unless the recipient replies. The feature is being built by the company’s profile team, which is run by Will Cathcart, a long-tenured product VP who joined the company from Google in 2008.

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