In the world of online dating, the Thursday app is carving out a niche by promoting intentional and in-person dating. Unlike traditional dating apps, Thursday limits the “swiping fatigue” that many singles, experience.
Swiping fatigue refers to the burnout that comes from endlessly scrolling through profiles and engaging in conversations that seldom lead to actual dates. Therefore to address these issues, Thursday offers a refreshing alternative by restricting app usage to Thursdays only. Matches made on the app disappear at midnight, pushing users to arrange in-person meetings quickly rather than getting stuck in the cycle of perpetual swiping and messaging. The app also limits users to matching with only 10 people per day, unless they opt for a $19/month subscription that removes this cap.
Moreover, Thursday also emphasizes in-person interactions through its separate app, Thursday Events. This app hosts exclusive singles events at various venues, including bars, gyms, dance studios, and art galleries. Users can also organize their events, further promoting real-life connections at a time when many are seeking to return to more traditional dating methods.
The shift towards in-person dating has gained momentum in the post-pandemic era, with younger singles increasingly favoring face-to-face meetings over virtual interactions. According to a 2024 Eventbrite survey, attendance at dating and singles events on the platform increased by 42% from 2022 to 2023, with over 1.5 million searches for such events. Speed dating, in particular, is making a notable comeback.
Thursday’s expansion to San Francisco marks its latest move in a market dominated by giants like Bumble and Match Group, which owns Tinder and Hinge. Both companies have faced challenges in adapting to the evolving dating landscape.
Thursday, founded in 2021 by Matthew McNeill Love and George Rawlings, has quickly gained traction, with 906,000 global downloads across iOS and Android, according to estimates from app intelligence provider Sensor Tower. Currently available in six markets—Australia, Canada (Toronto), Ireland, the U.K., the U.S., and Sweden (Stockholm)—Thursday is active in 26 cities, including Austin, Chicago, Dublin, London, Miami, New York, and Sydney.
Looking ahead, the company aims to expand to 100 cities by the end of 2024, continuing its mission to transform online dating by encouraging genuine, in-person connections.
