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Marriage Matchmaking Apps Like Muzz Gain Popularity in Pakistan

Pakistan has long used traditional matchmakers to facilitate arranged marriages, but new marriage apps are gaining traction. These apps, marketed as “halal” equivalent to online dating, offer a modern alternative to the conventional matchmaking process while adhering to cultural and religious norms.

Apps like Muzz have seen significant growth, with 1.2 million Pakistanis signing up since its launch and 15,000 marriages resulting from these platforms. They provide features like privacy options, such as blurring profile pictures, and even offer “chaperone” features to share message transcripts with a relative – aimed at maintaining family involvement and safeguarding cultural values.

Despite their growing popularity, these apps still face challenges. Some users feel nervous about sharing the fact that they got married through an app, due to there being stigmas against dating apps as a whole. Regardless, Muzz has seen success internationally, having expanded into London early last month with plans for further growth in the future.

The rise of these apps reflects shifting attitudes among younger Pakistanis who seek more agency in choosing their partners. It’s also proof that the right apps can thrive even in situations where traditional values are extremely important – and that they could tap into markets and user bases that normal dating platforms won’t be able to access.

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