"This is going to be for building real, long-term relationships — not just hook-ups," Zuckerberg said.
The opt-in feature will match users specifically with people they aren't already friends with.
Nick Hayes, senior analyst at research firm Forrester, said the guidelines around its dating tools may help users feel more secure or inclined to share information, but it's not evident as of right now how else Facebook will protect user privacy.
"It's still unclear how those features are going to help users manage or limit the amount of data Facebook gleans from their dating interactions," he said.
A Facebook spokesperson said the company doesn't plan to show ads within the dating experience or use user information to target ads in News Feeds.
Debra Aho Williamson, principal analyst at research firm e Marketer, said the company will need to be transparent as to how it uses member data and who sees it.
More than 200 million people on Facebook identify themselves as single, he said, and the new service will let these people connect with each other from within the company’s primary app.“This is for building real long-term relationships, not just hookups,” Mr.