Avito Considers Launching In-App Dating Service for Serious Relationships with Emphasis on Safety and Verification
Russian online marketplace Avito is actively studying the launch of its own dating service that would operate directly inside the company’s main application.
The platform confirmed that the concept remains in the research phase and that no final decision has yet been taken. Before proceeding, Avito intends to analyze market conditions, user behavior patterns, and overall demand for such functionality.
According to information obtained by Kommersant, the future service is planned to be entirely free and will target individuals looking for serious, long-term relationships rather than casual dating.
Security has been designated as the central pillar of the project. Key measures under discussion include mandatory profile verification, active countermeasures against bots and fake accounts, a three-stage moderation process, and encrypted communication channels between users.
To strengthen identity checks, Avito may integrate external verification providers, potentially including Russia’s state portal Gosuslugi.
Partner recommendations are expected to rely on the same machine-learning infrastructure the company already employs for its classifieds catalog. More than 100 models are currently in production, and these could be adapted to match users seeking personal relationships instead of apartments or vehicles.
Prior to any public release, Avito plans to gauge genuine interest through a Fake Door test: the feature would be displayed to users as though it already exists, allowing the company to measure how many people attempt to access it.
Existing dating platforms have responded without alarm. Mamba described the move as logical but pointed out that mandatory verification has long ceased to be a unique selling point. Twinby suggested the primary goal may be to increase overall time spent inside the Avito application.
One potential obstacle remains: whether users will feel comfortable combining classified advertisements and dating profiles within a single account, a level of digital openness that not everyone may accept.
For now, Avito Знакомства exist only as an internal project. Should the service eventually launch, the familiar phrase “found it on Avito” could acquire an entirely new meaning.
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