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“I knew about The League,” she adds, referring to the US-based app for young professionals which has a thorough vetting process, “but there wasn’t an equivalent in the UK.” Does the thought of reinforcing historic class divisions make her uneasy?
“It was never our intention to be elitist,” she maintains.
Users are screened using their Facebook and Linked In accounts before being allowed to join, though the required criteria remains a closely guarded secret.
“Schooling is a big part of people’s lives – 10 years of their childhood.
It doesn’t define them, but it is part of their identity.
“We’ve had thousands of weddings from people who’ve met on Muddy Matches and at least 10 Muddy babies.”In fact, there’s a dating app for everyone. Christian Mingle and Salt have found similar success with the Christian market, while the Single Muslim app has a database of over two million people.
Shaadi.com, an online matchmaking service for people of South Asian origin which was founded in 1997, also operates an app.