Dating app users demonstrated a striking reversal in data sharing preferences during 2025, embracing location and health information while simultaneously retreating from identity markers that could expose them to cybersecurity threats. The shift reflects mounting anxiety about data breaches across platforms where personal safety and romantic vulnerability intersect.

Verve this week released findings from its 2025 In-App User Privacy Report showing dating app users decreased willingness to share names by 3.6 percentage points compared to 2024, the largest decline across all measured data categories. Mobile phone numbers saw a 2.2 percentage point drop, while email addresses fell 1.6 percentage points. The research surveyed over 4,000 users across the United States and United Kingdom.

The data reveals a nuanced calculus among dating app users. Names decreased from 26.9% to 23.3% willingness to share between 2024 and 2025, representing a 13.4% reduction. Mobile numbers dropped from 15.1% to 12.9%, while email addresses slipped from 21.4% to 19.8%. These identity markers serve as login credentials for most dating services, making them particularly vulnerable to exploitation when platforms experience security incidents.

"A fear of malicious actors gaining unauthorized access not only to a user's information but also to private conversations and photos plays a large part in the reluctance to share this identity data," the report states. A 2025 study found that 75% of major dating apps maintain poor cybersecurity practices, with particularly weak email authentication processes contributing to numerous data breaches across dating services over recent years.

The reluctance stands in sharp contrast to increasing acceptance of more intimate data types. Region and location information saw the highest increase across all categories, jumping 2.8 percentage points from 15.9% to 18.7% between 2024 and 2025. Health data willingness increased 1.8 percentage points, climbing from 5.3% to 7.1% despite covering sensitive details including sexual orientation, HIV status, weight and height information.

"This makes perfect sense as dating apps work best within a confined geography and by sharing region data, users can match with people in close proximity," Verve noted in the report. Health data sharing similarly increases matching effectiveness by enabling users to filter potential partners based on physical characteristics and sexual orientation preferences.

The regional data growth aligns with fundamental dating app mechanics that prioritize geographical proximity. Most dating platforms operate within confined geographies, requiring location information to surface matches who live within reasonable travel distances. Users accepting this data trade demonstrate recognition that the core value proposition depends on geographic filtering.

Health information acceptance represents a more complex calculation. The category encompasses everything from basic physical characteristics to highly sensitive medical status and sexual orientation. By sharing this information, users enable more precise filtering while simultaneously exposing details that could identify them within specific communities, particularly for LGBTQ+ individuals using dating platforms like Grindr.

Gender disparities intensified throughout the measurement period. UK women answering "not willing to share any personal data with this type of app" increased by 3.19 percentage points, while US women experienced an even sharper 5.72 percentage point surge in data sharing refusal. Male users demonstrated opposite patterns, with UK men decreasing "not willing to share" responses by 2.98 percentage points and US men declining by 2.03 percentage points.

US women revealed the largest single-category decreases, dropping 7.72 percentage points in name sharing willingness and 7.19 percentage points for mobile phone numbers between 2024 and 2025. UK men conversely showed increases across all measured data categories, with the only decline occurring in the "not willing to share" category.

These gender-based patterns suggest different risk assessments and threat models between male and female dating app users. Women face documented harassment, stalking and safety concerns when dating online, potentially driving heightened caution around identity disclosure. Men appear more willing to trade personal information for platform functionality.

Age cohorts demonstrated distinct behavioral patterns. The 16-24 age group, representing dating app users at the lower age threshold since most platforms maintain 18-plus requirements, increased unwillingness to share any data by 10.07 percentage points. The 45-54 age group followed with a 7.16 percentage point increase. The oldest cohort aged 55 and above showed slight movement in the opposite direction, increasing sharing willingness by 1.95 percentage points.

Names saw decreased sharing willingness across nearly all age groups, with the single exception being 25-34 year olds who increased by a marginal 0.76 percentage points. Mobile numbers and email addresses declined universally across every measured age bracket. Date of birth and age information followed an inverse pattern, with only the youngest 16-24 group decreasing sharing willingness while all other generations demonstrated small increases.

The youngest users' resistance to sharing any information whatsoever presents particular challenges for dating platforms. This demographic cohort represents future revenue potential, yet shows the strongest privacy protection instincts. Their 10.07 percentage point increase in data sharing refusal signals fundamental trust issues that may persist as they age through subsequent life stages.

Overall willingness to reject all data sharing increased 1.4 percentage points, rising from 52.9% to 54.3% between 2024 and 2025. This represents the third-largest sentiment shift across measured categories, suggesting a growing cohort of users who desire dating services without providing any personal information whatsoever. More than half of all surveyed users maintained this position in 2025.

The data creates strategic tensions for dating platforms whose business models depend on user engagement over extended periods. Dating app success metrics typically focus on customer lifetime value, average revenue per paying user, churn rate and conversion rate. These measures require users to engage consistently, yet the majority express reluctance to share basic identity information that facilitates account security and subscription management.

"If dating app success relies on customer lifetime value but the vast majority are reluctant to start sharing identity data, then the onus is on the apps to educate users on the benefits of sharing their names, ages, email address, or phone number," Verve stated in the report. The company emphasized that platforms must demonstrate data protection measures and incentivize behavior change beyond simply asserting that users will find romantic matches by sharing information.

The timing coincides with regulatory pressure across dating and companionship advertising. Google implemented mandatory certification requirements for dating service advertisers effective March 2025, establishing formal verification programs that consolidated previously scattered policy requirements. The company later reduced geographical restrictionsin August 2025, narrowing blocked countries from broader limitations to just 17 territories.

Dating platforms have experienced regulatory scrutiny over data handling practices beyond advertising policies. TikTok's collection of Grindr usage data through AppsFlyer demonstrated how dating app activity flows to third-party platforms without user consent. The Norwegian Court of Appeal upheld a €6.5 million fine against Grindr on October 25, 2025, for sharing App IDs and personal data with advertising partners between July 2018 and April 2020 without valid consent.

Data breaches have plagued dating services throughout 2025. The Tea dating app exposed 72,000 identity documents in July 2025, including 13,000 selfies and government identification documents stored in an unsecured Google Firebase database. The breach coincided with the UK's Online Safety Act implementation requiring robust age verification for digital platforms.

Mobile app privacy regulations have expanded across multiple jurisdictions during 2025. France's data protection authority published comprehensive guidelines in May 2025 clarifying stakeholder responsibilities within mobile application ecosystems. The recommendations addressed advertising IDs, requiring valid consent for tracking and profiling while prohibiting categorization based on sensitive data for advertising purposes.

Platform privacy frameworks create additional complexity. Apple's App Tracking Transparency faced regulatory challenges when French authorities fined Apple €150 million on March 29, 2025, ruling the framework created unfair competition through asymmetric consent mechanisms. Apple subsequently integrated Search Ads with AdAttributionKit on April 10, 2025, addressing concerns about uneven attribution systems.

The report data suggests dating platforms face demographic fragmentation that complicates unified approaches. Women in both measured markets show accelerating privacy protection behaviors while men demonstrate increasing sharing willingness. Younger users reject data collection while older cohorts show marginal acceptance increases. Any platform strategy must navigate these contradictory patterns across user segments.

Technical implementation presents additional challenges. Dating apps require some identity information to prevent fraud, enforce age restrictions and manage subscription payments. Platforms cannot eliminate all identity data collection while maintaining basic operational security. The question becomes sequencing - when during the user journey to request different information types.

"Obviously, dating apps will still need identity data - though perhaps asking for it later, rather than sooner, is ideal so users can experience the service's value before having to subscribe or share personal info," Verve suggested. This delayed disclosure approach allows users to evaluate matching quality and platform functionality before committing identity markers that enable account vulnerability.

Alternative authentication approaches could address some concerns. Progressive disclosure systems that request minimal information initially, then layer additional data requirements as users demonstrate engagement, might reduce abandonment while maintaining security. Passwordless authentication through biometric systems or hardware tokens could eliminate credential-based vulnerabilities.

Blockchain-based identity systems theoretically enable selective disclosure, allowing users to prove age or verify identity without sharing underlying personal information. However, these technologies remain nascent within consumer applications and introduce technical complexity that conflicts with dating apps' emphasis on simplified user experiences.

The health data acceptance paradox deserves particular attention. Users increasingly willing to share HIV status, sexual orientation and physical characteristics simultaneously retreat from name and phone number disclosure. This suggests identity protection concerns outweigh intimate disclosure risks, potentially because health information enables matching effectiveness while identity markers primarily facilitate security incidents.

The business model implications extend beyond user acquisition to retention and monetization. Dating platforms monetize through subscription tiers, with premium features enabling enhanced visibility and additional daily matches. Users reluctant to share identity information may also resist payment information disclosure, constraining revenue potential from the user segments most protective of personal data.

Advertising-supported models face similar constraints. Programmatic advertising relies on user identifiers to enable targeting and frequency capping. Users rejecting identity disclosure limit the advertising effectiveness that supports free tier monetization. Platforms must balance privacy protection against the data sharing that enables both subscription and advertising revenue streams.

The gender disparities warrant strategic consideration. Dating platforms disproportionately female user bases face stronger privacy headwinds based on the measured trends. Services targeting LGBTQ+ communities, where health data sharing showed acceptance increases, might emphasize those data types while minimizing identity marker requirements during initial signup flows.

Competitive dynamics add pressure. Dating platforms compete on matching quality, user experience and trust signals. Platforms perceived as protecting user privacy may attract privacy-conscious segments, while competitors emphasizing verification might appeal to users prioritizing safety. The data suggests no unified preference exists across user populations.

Industry consolidation could influence privacy practices. Match Group operates multiple dating brands including Tinder, Hinge and Match.com, enabling experimental approaches across properties. Bumble Inc. operates Bumble and Badoo with distinct brand positioning. These platform families can test privacy-preserving features on individual brands before broader rollout.

The measurement period concluded before several significant privacy developments in late 2025. Verve's broader privacy research released December 5, 2025, showed 65% of consumers expressing heightened anxiety about AI data training, representing a 40% year-over-year increase. That research covered 4,000 mobile app users across both measured markets, potentially including some dating app users surveyed for the relationship-focused report.

The dating app findings contribute to broader mobile advertising privacy trends. AdMob policy center improvementsannounced April 22, 2025, introduced classification labels distinguishing policy issues, regulatory issues and advertiser preferences. Dating apps appearing within AdMob's monetization network face these categorizations affecting ad serving capabilities.

Platform operators across categories face similar privacy tensions. Social media, e-commerce, gaming and dating applications all balance data collection against user privacy preferences. The dating vertical experiences unique dynamics due to romantic and sexual contexts that heighten vulnerability concerns while simultaneously requiring personal disclosure for matching effectiveness.

The report release timing on February 13, 2026, positions findings during industry discussions about privacy frameworks and advertising measurement. Regulatory actions continue across jurisdictions, with China implementing platform pricing regulations December 22, 2025, addressing behavioral tracking compliance alongside pricing discrimination.

Dating platforms must reconcile conflicting imperatives: collecting sufficient data for matching algorithms while respecting privacy preferences that limit data sharing. The Verve research demonstrates these tensions have intensified rather than resolved during 2025, with particular acceleration among female users and younger demographics who represent future growth segments.

Timeline

Summary

Who: Verve surveyed over 4,000 dating app users across the United States and United Kingdom for its 2025 In-App User Privacy Report, with the research conducted by independent firm Censuswide.

What: Dating app users decreased willingness to share identity information including names (down 3.6 percentage points), mobile phone numbers (down 2.2 percentage points), and email addresses (down 1.6 percentage points) between 2024 and 2025, while simultaneously increasing acceptance of region data (up 2.8 percentage points) and health information (up 1.8 percentage points). More than half of surveyed users (54.3%) indicated unwillingness to share any personal data with dating platforms.

When: Verve released the dating app-specific findings on February 13, 2026, derived from broader privacy research conducted between August 13 and August 19, 2025, comparing results against 2024 baseline measurements.

Where: The research focused on United States and United Kingdom dating app users, with gender-based analysis revealing US women decreased name sharing willingness by 7.72 percentage points and UK women increased data sharing refusal by 3.19 percentage points.

Why: Users cite fears of malicious actors gaining unauthorized access to personal information, private conversations and photos as primary drivers for reduced identity data sharing, compounded by research showing 75% of major dating apps maintain poor cybersecurity practices and numerous data breaches affecting dating services over recent years.

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