Indian is known for arranged marriages, and for a low divorce rate. Dating is a new phenomenon in India. Residents of smaller towns seek long-term relationships out of dating, rather than a one night stand. They are not averse to having a long distance friend. Daters in India have older age profile, and are ready to part with a subscription for a dating app. Sure, they should learn how to chat with the opposite sex online. The average age of the users of dating apps is 26 and above. There are MNC apps such as Tinder and Bumble. They offer extra features and have a subscription. They also earn from advertising. Subscriptions rule out the non-serious users. It invites trust in small town users. Tier 1 cities have users for both Tinder and Bumble. US based Tinder has a user base of 40 million in India (2021).

Smaller town users go in for made-in-India apps such as QuackQuack, TrulyMadly and Aisle. They are in the process of building a subscription-based model, rather than an ad-based one. Big cities seek relationships in a proximity of one kilometer, whereas small town users do not mind cultivating remotely placed relationships. They would like to connect with people all over India. They would like to sustain the friendship.

Subscription for QuackQuack starts at Rs.299 per month, and reaches to Rs.6400 a year. It boasts of 22 million users, and more than half the users were added in the last two years. It has 25000 downloads a day.

TrulyMadly has close to 14 million users. There are repeat downloads — users end up downloading the app twice or thrice. Then the downloads are 20 million plus.