Toffee has launched a 2019 charity push, wherein it has committed to donating 33% of its annual profit share to five select causes.
Users will be prompted to pick one of the organisations while in the app and, at the end of the year, Toffee will divide the donations based on the resulting percentages.
Toffee CEO Lydia Davis said: “I am delighted to announce that we will be introducing our new charity initiative this summer.
“As the app continues to grow, I think it’s important to give back and support the organisations that truly mean something to us as people. I couldn’t pick just one or two charities, as all five do incredibly important work”.
Toffee received high amounts of negative media attention when it was first introduced, with many outlets claiming it was elitist. However, the platform has continued to grow steadily and is now preparing to enter overseas markets, such as the US, Australia and India.
The success of the platform contributed to Davis being named as one of the most influential people the online dating industry in the GDI Power Book 2019.
Visit the Toffee website here.