Match Group’s couples date-planning service Delightful has been shut down just three months after launch.
The IAC-backed startup launched in January, and was seen as an answer to HowAboutWe’s Couples, which recently celebrated its one year anniversary, and just launched across the US.
However despite being backed by Match Group, Delightful has lasted just three months, announcing their closure to users in an email:
“We’re sad to say it, but we’ve decided to take Delightful in a different direction.
“If you have a date currently planned and paid for, you’re all good. We’ll make sure that date happens.
“If you have a current membership, we’ll cancel it and refund any recent membership fees from the past month. You should see those refunds within the next 72 hours.”
Delightful came out of OkCupid Labs, and aimed to completely organise dates for couples, using a concierge team which would find and book interesting local dates.
The $12 per month service, which was available in the San Francisco Bay area, also employed a 24/7 concierge team available via text, email or phone, so users could plan something quickly on a whim.
Delightful’s website references “changed directions”, and it seems likely that Match Group will persist with cracking a couples service, as HowAboutWe take theirs national, with impressive growth and retention figures.