International dating app, happn, is setting its sights on Latin American over alternative markets, which are often seen as more lucrative, in an attempt to become one of the top two online dating platforms in the region.
The app has been a profitable company for three years, and happn is embracing its growth, having risen to prominence in countries such as Brazil, Argentina, Chile and Uruguay.
Founded in 2014 in Paris, happn quickly reached one million users, accelerating to 10 million in 2016 and 40 million by 2018. In 2021 happn hit the 100 million user milestone, with over 120 million as of today. Brazil is the app’s most prominent area, making up 20 million users alone.
Having been a notable name in the online dating industry since its conception, happn’s point of difference circulates around its geolocation tool. In real-time, singles are shown fellow users who they have crossed paths with. After agreeing to share their location, the app generates a unique map, offering singles the opportunity to know where they may have passed one another – the specific location is never shared. happn offers its users the chance to meet people within their area – an element that has proven attractive in LATAM specifically.
In fact, happn’s success is down to two key elements: timing and immersion. happn arrived in the LATAMmarkets very early on in the dating app game. This allowed them to lead the way for singles in the region, providing a new and safe platform for finding love. Secondly, although originating from and still based in Paris, the app made it a priority to immerse itself in the local dating cultures and reflect this in its offering.
happn and India and the Nordics are another perfect Crush, with 33 million and more than 2 million users in each country registered on the dating app.
To gain even more momentum in LATAM, happn will raise investments by 55% vs 2021. The app will invest a further 92% in Brazil compared to last year. This also rings true for France – the app will invest 57% more than it did in 2021.
Karima Ben Abdelmalek, happn’s CEO, comments: “happn’s potential for growth is limitless, and we’ve had this belief from the very beginning. We have raised over 32 million euros since happn began in 2014 and became a leader in online dating. We have always grown organically, and new fundraising opportunities and synergies are options we consider to accelerate our scale worldwide. happn is a leading global dating app now, so we aspire to move even further in this space, reaching a new generation of singles looking for a real connection.”
