Overview
- Match Group said it is investing $100 million for a minority stake in Sniffies and obtained an option to purchase the remaining equity.
- The company plans to retire its Archer gay-dating app and shift resources to Sniffies, according to statements reported by Bloomberg.
- Sniffies has about 3 million monthly active users and sees more than 20 million messages sent each day, according to figures cited in coverage.
- As a web-only service, Sniffies allows more explicit profiles and greater anonymity than App Store-bound apps, which changes how moderation and safety work.
- The investment mirrors Match’s Hinge playbook and could raise pressure on rival Grindr, which ended talks on a $3.46 billion take-private last year.