# Once Shifts from Dating to Chatting: What Founders Need to Know _Once now focuses on chat, using Gems for messaging. Founders should note the shift from dating to chat and its impact on user satisfaction._ Source: https://highintentmedia.com/news/dating-platform-shifts-to-chat Author: High Intent Newsroom Published: 2026-09-24T07:00:00+00:00 Last updated: 2026-09-24T07:25:27.144027+00:00 Category: Product ## Summary Once, originally a dating app with 10 million users, shifted from a quality-focused dating model to a "chatting app and creators platform" using subscriptions and in-app Gems. This change, particularly requiring Gems for messaging even for subscribers, led to user frustration and a 1.2 out of 5 Trustpilot rating, indicating a pivot away from its initial dating mission. ## Key takeaways - Once pivoted from dating to a "chatting app and creators platform." - The app now uses subscriptions and in-app Gems, even for paying members to message. - User satisfaction declined significantly, shown by a 1.2 Trustpilot rating. - Dating Group acquired Once for up to $18 million in 2021. - This shift changes user incentives and behaviors from dating to chatting. ## FAQ ### What was Once's original business model? Once launched in 2015 with a "one-match-per-day" model focused on quality, aiming to provide users with carefully curated daily matches instead of endless swiping. The app grew to over 10 million users with this approach before its model changed. ### How has Once's business model changed since its acquisition? Once transitioned to a "chatting app and creators platform" after being acquired by Dating Group in 2021. Its new business model combines subscriptions with an in-app currency called Gems, which users must purchase to message popular members, even if they are paying subscribers. ### What has been the user reaction to Once's shift to a chat platform? The user reaction has been largely negative, as indicated by its 1.2 out of 5 rating on Trustpilot. 85% of nearly 2,000 reviews give it one star, with complaints often focusing on the cost of continuing conversations and the new dual payment system. ### What is the role of Gems in the new Once business model? Gems are an in-app currency that users must purchase to send messages and use other features within the Once app. Even paying subscribers need to buy Gems to chat with members that Once designates as "popular," creating a dual payment structure. ### What do industry experts say about Once's shift from dating to chat? Industry expert Mark Brooks stated that the distinction is clear: Once has become a "chatty app." He noted that incentives drive behavior, suggesting that apps optimized for chatting create different user behaviors than those designed for actual dating. - Dating app Once launched in 2015 with a one-match-per-day model focused on quality over quantity and grew to over 10 million users - The app was acquired by Dating Group in 2021 for up to $18 million but has since shifted to a "chatting app and creators platform" model - Once now uses a subscription plus in-app currency (Gems) system where even paying subscribers must purchase Gems to message "popular" members - The app currently holds a 1.2 out of 5 rating on Trustpilot with 85% of nearly 2,000 reviews giving it one star Dating app Once began with a compelling premise in 2015, offering users one carefully curated match per day instead of endless swiping. The quality-over-quantity approach resonated with users tired of the superficial nature of mainstream dating apps. However, nearly a decade later, Once has undergone a dramatic transformation that has left many users frustrated and confused about what the platform actually offers. ## From Dating App to Chat Platform Dating app Once started with a good idea. It launched in 2015, and promised users one carefully selected match each day. The focus was on quality rather than quantity at a time when swiping was becoming the dominant way to date online. The concept gained traction. Once later claimed more than 10 million registered users and acquired women-focused dating app Pickable. In 2021, Dating Group acquired Once in a deal valued at up to $18 million. At the time, the one-match-a-day concept was still at the heart of the business. Person using dating app on smartphone Today, Once is a very different product. Its website now calls it an "Iconic Chat App" and invites users to "Find Your Perfect Chat Partner." In a recent recruitment post, the company went further, describing Once as a "chatting app and creators platform." ## The New Business Model The business model has changed too. Once now combines subscriptions with an in-app currency called Gems. Users spend Gems on messages and other features. Even paying subscribers need Gems to chat with members Once describes as "popular." > That has become a source of frustration for some users. On Trustpilot, Once currently has a 1.2 out of 5 rating, with 85% of almost 2,000 reviews giving it one star. Complaints frequently focus on the cost of continuing conversations. Some reviewers also allege that profiles are fake, automated or designed to keep users spending money. Mobile app interface with messaging features Some reviewers also allege that profiles are fake or automated, although there is no independent evidence to confirm this. Once denies using fake or AI profiles. ## Industry Perspective on the Shift > Mark Brooks: "The distinction is very clear. If users want to chat, they should go to a chatty app or an AI companion app. Once has become a chatty app. If users want to date IRL, go to a dating app. Incentives drive behaviour. Need I say more?" Online chat conversation on mobile device - The transformation from a dating-focused app to a chat platform represents a fundamental shift in Once's purpose and user experience, moving away from its original mission of facilitating real-world connections - The dual payment system requiring both subscription fees and in-app currency (Gems) for basic features like messaging has created a pricing structure that many users find exploitative and frustrating - Industry experts emphasize that apps optimized for chatting create different user behaviors and incentives than those designed for actual dating, suggesting Once may be serving a different market than what many of its original users expected Published by High Intent (High Intent Media Inc). Citation permitted with a link to the source URL above.