Thursday seeks to shake up conventional online dating in a crowded market. The app, which recently expanded to San Francisco, fosters intentional dating by restricting user access to Thursdays. At midnight, all matches disappear. The idea is that by restricting usage to one day a week, potential matches will be encouraged to set up real-life meetings sooner. Many singles, especially younger users, are dumping traditional dating apps due to “swiping fatigue,” a term used to describe the feeling of exhaustion that comes from swiping through countless profiles. This, along with other negative experiences, such as suffering from burnout after talking to too many people, or getting stuck in an in-app messaging trap that rarely results in an in-person date, has caused some younger users to tire of traditional dating apps.
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