An Indian dating startup is the latest online service to become an app-only platform.
On 1st September, Dehli-based matchmaking app TrulyMadly removed its registration and login options from the desktop and mobile version of its main website.
It joins other online services who have previously made the transition to app-only platforms.
TrulyMadly co-founder Hitesh Dhringra told Techcircle.in: “What we figured out was that almost 98 per cent of our users are highly engaged on the mobile app and they are not using the website as such.
“We are working on delivering a better user experience on the mobile-app by bringing in quizzes and games to improve user engagement levels.”
Myntra, Ola and food-brand Faasos have all embraced the app-only strategy, after also realising that most of its users were processing orders via its mobile app.
Earlier this year, TrulyMadly raised $5.7m series A funding round from Helion Venture Partners and Kae Capital.
The funding is being used to expand the TrulyMadly team, increased its market share and improve its user acquisition.
They also plan on growing to 5m users by the end of 2016.
Speaking about the funding, Ritesh Banglani from Helion Venture Partners said: “When we saw the engagement metrics that the team has managed month on month, we were convinced they were on to something big and that we had to be part of this story.”
The app adopts a Tinder-like matchmaking process, however it requires a certain amount of verification before your profile can be matched.
TrulyMadly uses a Trust Score, which increases with each identity verification you add.
To improve their trust score, users must provide information from some of their social networking accounts, including employment history from Linkedin accounts.
Users can also improve Trust Scores by adding phone numbers, proof of identification and passport details.
TrulyMadly is available to download on iOS, Android and Windows devices.
Check out its official site here.