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“We wanted to make a product that encouraged people to remember that there are people behind the profiles and the cards that they’re seeing.We wanted a system that emphasizes consideration over impulse.We want you to consider more than that person’s profile photo.” Though Facebook could surely earn a ton off of Facebook Dating if it gets popular, for now there are no plans to monetize it with ads or premium subscriptions to bonus features.But as Facebook strives to stay relevant beyond the aging News Feed and combat its branding crisis, there are plenty of incentives for it to find us a significant other.It’s distinctly one-size-fits-all to the point that it risks being seen as universally embarassing.Luckily only other Dating users can tell if you’re on it and there’s no way to search for someone specific, but there’s still the threat of humilating screenshots surfacing.Starting today, users in Colombia will be able to create a Facebook Dating profile, but the company won’t start serving matches until there are enough sign ups.Sharp tells me “we don’t expect it to take months.” But why Colombia?

For matching, it could pair people who check in to similar locations or whose GPS paths cross, singles who Like similar bands or restaurants, or those who watch the same kinds of viral videos or share links from the same news outlet.

Sharp ran me through the decision making process his team undertook to turn Facebook Dating from a concept into a concrete product.

Here I’ll run through its rules and features while explaining the philosophy behind them: The end result is an online dating product that maximizes convenience, both in where it’s available and how much hunting you have to do by yourself.

He’s married himself but says with a laugh that Facebook Dating “is definitely a young and single team.” Back in 2004, online dating still had a sleazy reputation. The basic flow is that users 18 and up (or the local ‘Adult’ equivalent) will see a notice atop their News Feed inviting them to try Facebook Dating when it comes to their country, and they’ll see a shortcut in their bookmarks menu.

For now Facebook Dating is mobile-only, and will is bundled into the social network’s main i OS and Android apps.

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