Swipe Right on Trust: Building Relationships in a Tech-Driven World
Written by Sanjivni Dwivedi
TL;DR
Expansion of Trust through Technology: Digital platforms like dating apps and matrimonial sites have expanded the possibilities for finding partners across geographical and social boundaries, reshaping how trust is built and maintained in relationships.
Personalization and Cultural Alignment: Platforms like Shaadi.com and eHarmony use personalization and cultural nuances to foster trust, catering to diverse backgrounds while ensuring compatibility through tailored algorithms.
Challenges in Digital Trust: Despite the broader access to potential partners, challenges such as authenticity, privacy, and fraud create vulnerabilities in this tech-driven trust circle.
Global Growth and Trust Gaps: Regions like Asia have seen rapid growth in user numbers on dating platforms, but concerns about safety and authenticity highlight the trust gaps that have emerged with this expansion.
The Future of Trust in Matchmaking: Addressing these trust gaps through enhanced verification processes and ethical data practices will be critical to ensuring that digital matchmaking platforms remain safe and reliable, enabling secure and lasting relationships in the digital age.
I'm sure anyone who's been on a dating app can agree—it’s never been easier to meet new people. Swipe left, swipe right, and just like that, you're either one step closer to finding 'the one' or, at the very least, an interesting story for your next brunch. But not so long ago, things were far from this breezy. In Kunal Basu's novel The Japanese Wife, set in 1990 and later adapted into a film by Aparna Sen, we encounter a love story that unfolds entirely through letters (Basu, 2008; Sen, 2010). Yes, actual pen-and-paper letters, painstakingly written and mailed across continents.
Set between India and Japan, it depicts a world where romantic connections were nurtured slowly, over years, through the careful exchange of written words. A man from early 90s India finds a partner in a different country without ever meeting her or even stepping onto a plane—a plot that feels almost quaint today, like something from a different lifetime. Technology has since made the world so accessible that a connection like this might not even raise an eyebrow, let alone form the crux of a novel or film.
Fast forward to now: the advent of digital matrimonial platforms and dating apps has completely rewritten the rules of engagement in the quest for love and partnership. No longer confined to pen and paper—or even to local communities and social circles—individuals today have unprecedented access to a vast pool of potential life partners, transcending geographical and social boundaries with just a few clicks. This technological revolution hasn’t just expanded the possibilities for connection; it has fundamentally changed how trust is built and maintained in matters of the heart.
However, the story of this expansion is not just one of numbers, but of a profound shift in how we conceptualize trust and authenticity in our most intimate relationships. With technologies such as id verification and background checks our trust on online dating platforms has definitely increased and hence enable a much broader circle of trust that goes beyond the confines of our neighborhood and local communities.
However, this broadening circle of trust is not without its challenges given the delicate nature of trust in this context, the vulnerabilities are far higher and so are pitfalls of digital trust. This article explores both the sides of this coin while being open to the possibilities of building a higher trust society.
Let us first have a more nuanced look at the bright side of expanded circles of trust in dating and matrimonial alliances.
Technology’s impact on expansion of the Trust Circle in Marriage
As has been discussed, the technologies of our time offer access to a significantly larger pool of potential life partners, transcending geographical and social boundaries (Smith, 2021). Matrimonial websites and dating apps, such as Jeevansathi and Shaadi.com, have become integral to the Indian marriage market, both within the country and among the Indian diaspora. These platforms allow individuals to find compatible matches from diverse backgrounds while aligning with their unique set of interests and cultural expectations. Indian communities, traditionally considered rooted in conservative values, particularly when it comes to marriage, have seen these platforms grow rapidly with great acceptance (Sharma, 2019).
For example, Shaadi.com, founded in 1996, claims millions of success stories, demonstrating its pivotal role in expanding marital trust networks beyond conventional social boundaries (Shaadi.com, n.d.). A 2020 study highlights that Shaadi.com’s success is due in part to its ability to cater to multiple Indian communities, offering personalized experiences that are carefully aligned with the cultural, religious, and regional nuances of the Indian marriage market (Banaji and Vohra ,2020). By doing so, Shaadi.com has redefined how trust is built in the context of matrimonial matchmaking, integrating traditional values with modern digital practices.
This trend is not limited to India. Globally, dating platforms like Tinder, Bumble, and eHarmony have shown similar patterns. In the U.S., Tinder dominates with a 30.2% market share, followed by Bumble at 20.8% and Hinge at 14.2% (Statista, 2023). These platforms have been instrumental in facilitating numerous cross-cultural and international marriages, significantly expanding the trust and possibilities in relationships worldwide (Rosenfeld et al., 2019).
In the U.S., for example, a study found that nearly 40% of new couples met online by 2019, a figure that has grown consistently since the early 2000s (Rosenfeld, Thomas, and Hausen ,2019) . Platforms like eHarmony are known for their in-depth compatibility matching algorithms, which assess personality traits, interests, and values. By emphasizing these data-driven methods, eHarmony has been able to foster trust between individuals long before they meet in person. This scientific approach to matchmaking has been credited with the success of countless relationships and marriages in diverse social settings.
Similarly, Tinder has gained global prominence by appealing to younger generations who seek flexibility and spontaneity in their dating experiences. On a similar note, Bumble, which markets itself as an dating app propritising women’s safety by developing a feature that gives women the autonomy to choose who they inetarct with hence, promoting mutual respect and trust in relationships (Miller, 2022).
In Asia, where dating apps like Tantan in China and Paktor in Singapore have emerged as leading platforms, the expansion of trust through technology has been even more profound. A 2021 survey revealed that these platforms, while rooted in Western technology, have been localised to reflect cultural norms, thus enhancing trust within their user bases . For instance, Tantan incorporates features that allow users to verify their identities, a critical feature in a society where online authenticity is highly valued (Wei & Liu, 2021).
The rise of digital matrimonial platforms has not only redefined matchmaking but has also altered perceptions of trust in marriage by expanding it across cultural and geographical boundaries. These platforms offer personalized experiences to individuals, allowing them to assess compatibility through carefully tailored filters, interests, and values. As we have seen with examples like Shaadi.com, these platforms extend the reach of traditional matchmaking into the digital world, providing access to a much larger pool of potential life partners and ultimately redefining how trust is built and maintained in relationships (Smith, 2021).
The success of dating and matrimonial platforms in recent years can be largely attributed to their ability to combine convenience, personalization, and global accessibility.
Yet, while these platforms have succeeded in fostering connections, they also expose users to new vulnerabilities. In the next section, we will explore the cons of dating apps and the risks associated with this broadening circle of trust, including issues of authenticity, privacy, and the potential for misuse.
Growth Accompanied by Challenges :The Trust Gaps in the Expanded Circle of Trust
While the expansion of this technology-driven circle of trust offers numerous opportunities, it is not without its challenges. Authenticity, privacy, and the risk of misrepresentation are critical issues within digital matchmaking.
Despite these concerns, the continued growth and success of these platforms indicate that users are finding ways to navigate these challenges effectively.
A closer look at the global landscape reveals that regions with the most rapid growth in user numbers, such as Asia, also report the highest levels of concern about fraud. In Asia, where matrimonial and dating app usage has surged, 40% of users express significant doubts about the safety and authenticity of these platforms. This pattern suggests that while technology has enabled a broader circle of trust, it has also introduced vulnerabilities that must be addressed.
The impressive growth in the use of matrimonial and dating apps reflects a significant shift in how trust is established in relationships. However, as illustrated in the accompanying graphs, this expansion is accompanied by considerable trust gaps.
The graph above shows how regions like Asia have seen significant increases in users of matrimonial and dating apps. However, as user numbers have grown, so have the concerns about fraud and misrepresentation, as seen in the following graph:
The expansion of the circle of trust in the matrimonial and dating landscape, driven by technological advancements, has reshaped how relationships are formed globally (Smith, 2021). However, this growth has also exposed substantial trust gaps. Addressing these vulnerabilities is crucial to ensuring that the expanded circle of trust is strong and secure. Without this, the very foundation of digital trust may be compromised, undermining user confidence and the credibility of these platforms (Smith & Duggan, 2023).
So what’s next?
The digital revolution has turbocharged the art of matchmaking, transforming once-localized circles of trust into global webs of connection. Thanks to platforms like Shaadi.com and Tinder, finding "the one" is no longer about chance meetings or meddlesome aunties—it’s about algorithms, swipes, and profiles curated with precision (and perhaps a touch of optimism). Yet, as love goes digital, so do its challenges: authenticity, privacy, and the occasional case of "this profile looks too good to be true" fraud.
The fix? A mix of tech finesse and ethical rigor. Robust verification processes, transparent policies, and data practices that prioritize user safety aren’t just nice-to-haves—they’re the bedrock of trust in this brave new world of digital love. But here’s the crux: even as we lean on AI to match us with our soulmates, the heart of the matter remains wonderfully, stubbornly human.
So, as brands chart the future of digital matchmaking, one question looms large: how do we balance personalization and security without losing the magic of deep human connection? While technology reshapes the "how" of trust in marriage, the "why" stays timeless—because love, in the end, is still about people connecting with people.
References
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Banaji, S., & Vohra, D. (2020). Shaadi.com and the Indian marriage market: How matrimonial websites are transforming relationships. Journal of Cultural and Media Studies, 12(3), 45–67. https://doi.org/10.1080/17482798.2020.1152912
Basu, K. (2008). The Japanese Wife. HarperCollins.
Match Group. (2021). Match Group annual report. Retrieved from https://ir.mtch.com/financials/annual-reports
Miller, C. (2022). Bumble prioritizes safety and trust through new women-first features. TechCrunch. Retrieved from https://techcrunch.com/2022/01/15/bumble-women-first-dating-app/
Pew Research Center. (2020). 30% of U.S. adults have used online dating apps, and 12% of couples met online. Pew Research Center. Retrieved from https://www.pewresearch.org
Rosenfeld, M. J., Thomas, R. J., & Hausen, J. (2019). Disintermediating your friends: How online dating in the United States displaces other ways of meeting. Proceedings of the National Academy of Sciences, 116(36), 17753–17758. https://doi.org/10.1073/pnas.1908630116
Sen, A. (Director). (2010). The Japanese Wife [Film]. Saregama India.
Shaadi.com. (n.d.). Shaadi success stories. Retrieved from https://www.shaadi.com
Sharma, R. (2019). Matrimonial websites and Indian diaspora: Expanding marriage markets. International Journal of Sociology and Social Policy, 39(11), 1342–1359. https://doi.org/10.1108/IJSSP-04-2019-0072
Smith, A. (2021). The evolution of trust in the digital age: How technology reshapes matrimonial matchmaking. Social Trends Research, 7(2), 100–115. https://doi.org/10.1016/j.socres.2021.02.002
Smith, A., & Duggan, M. (2023). Online dating & trust: Concerns over safety on digital platforms. Pew Research Center. Retrieved from https://www.pewresearch.org
Statista. (2023). Market share of dating apps in the United States in 2023. Statista. Retrieved from https://www.statista.com/statistics/863723/market-share-of-dating-apps-in-the-us/
Wei, L., & Liu, Y. (2021). Tantan and Paktor: How Chinese and Singaporean dating apps localize trust-building features. Asian Journal of Social Science, 49(1), 75–92. https://doi.org/10.1163/15685314-04901004
All artworks are designed by Yosha Waghela.
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