How does Viber's integrated dating feature impact user retention?

Viber's integrated dating feature aims to improve user retention by keeping users within the messaging app after they make a match. Nadav Melnick has noted that a high percentage of matched users chat very quickly. This reduces the 'leakage' of users who might otherwise move to other platforms for communication post-match.

Where has Viber launched its integrated dating features?

Viber has strategically launched its integrated dating features in specific geographic regions. These areas include parts of Southeast Asia and Europe. This targeted rollout allows Viber to test and refine the super-app model for dating services in diverse markets before potentially expanding further.

Person

Nadav Melnick

Nadav Melnick is a Viber executive who discussed the impact of integrated dating features within messaging apps on user retention and engagement.

Maintained by the High Intent newsroom. Last updated July 31, 2026. Led by founder and CEO Bill Alena, backed by a team of industry experts with over 100 years of online dating experience between them.

Who Nadav Melnick is

Nadav Melnick is a Vice President at Viber. His public statements have highlighted the company's strategy in integrating dating functionalities directly into its messaging platform. He has addressed the benefits of this approach, specifically regarding user behavior after a match is made. According to Melnick, a significant percentage of users who match on Viber's integrated dating features begin chatting within a short timeframe. This immediate engagement contrasts with the typical user flow in standalone dating applications. Melnick's commentary suggests that embedding dating services within a broader communication app can mitigate user churn. By keeping users within the same ecosystem for both matching and subsequent communication, Viber aims to reduce the number of users who transition away from the platform post-match. This model has been rolled out in specific markets, including parts of Southeast Asia and Europe, indicating a strategic focus on the super-app approach for dating services.

Questions operators ask about Nadav Melnick

Nadav Melnick holds the position of Vice President at Viber. In this capacity, he has publicly discussed the company's initiatives, particularly those related to the integration of new features such as dating services within their messaging platform, and the strategic implications of these developments.

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Our coverage of Nadav Melnick

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Viber Found the Leak Every Standalone Dating App Ignores
Viber has launched integrated dating features in Southeast Asia and Europe, showing that 46% of matches chat within an hour, outperforming traditional dating apps. This challenges standalone dating app business models by eliminating post-match user leakage, as users remain within the messaging platform, which could disrupt the market if Western users adopt this super-app model.
June 19, 2026
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