Online matrimonials company BharatMatrimony has launched 2gether , an Android messaging app which lets its users share text and voice messages, photos, videos, set reminders and share locations. The company claims that the app is encrypted and stores the photos, videos and voice messages securely. It also allows users to text privately and currently has 500-1,000 installs.

The app has real time messaging with stickers and emojis, and the company states that ‘you will never make the mistake of sending a text to the wrong person.’ Also, the Play Store description adds that ‘No information will be lost, leaked, or shared’, even if the user loses or changes their phone, they can just log back in into the app to access their data. The company does not offer any description beyond ‘Relax your security concerns. Anything done on the app is encrypted – it is very Secure.’

Reminders and joint accounts
2gether also allows for setting reminders (minimum 30 minutes after current time) for events, birthdays, anniversaries and appointments. It can also call from within the app, as well as share ‘memories’ through Facebook, Twitter, WhatsApp etc. While registering, the app asks for your name and phone number, along with your spouse’s name and phone, wedding date, email ID and a “shared password” which the user’s significant other will need to login. The app can also be locked with a 4 digit pin code.

Interestingly, there’s a YouTube video on an app called 2gether which lets couples set reminders for things to do, possibly on dates important to them, but doesn’t seem to have a connection with BharatMatrimony’s app.

MediaNama’s take
It is not immediately clear why users would use 2gether, over say WhatsApp or Telegram, which offer end to end encryption or Snapchat, which is reportedly looking to further its encryption. As a down side, we imagine that the same apps eat into matrimonial or dating apps’ pies because once users exchange numbers, they’re unlikely to go back the original service. This, we’re certain, affects revenues of such services, given that they bank on users talking to each other before making decisions to date or marry.

Matrimony’s recent developments: 
Exactly a year ago, Matrimony bought Bangalore based Matchify, a dating app for “like minded” people and relationships. Matchify claimed that it was especially focused on women with features like verified profiles, secure chat, profile visibility, abuse reporting and blocking. TrulyMadly, another dating app, offers similar features .
In August 2015, Matrimony.com mentioned in its IPO papers that its net profit for fiscal 2014, and fiscal 2015 were hit because of defending the company, its promoter and investors from a pending litigation in Desai et al. v. Infonauts, Inc. The legal costs in FY 15 were Rs 14.18 crore and Rs 18.90 crore in FY14.

Developments in online dating and matrimonials:

– In January, US based mobile dating app Tinder launched operations in India, its first international office, and appointed Taru Kapoor as its India head. Kapoor would focus on establishing Tinder in India, steering user growth and increasing local engagement by customisation.

– Last year, BharatMatrimony’s competitor Shaadi.com invested an undisclosed amount in Thrill, a dating app, for 25%. Shaadi also offers chat rooms for its users, frankly raising alarms about the information shared publicly through private profiles.

Also read:

Dating app Woo launches searchable tags feature; where’s the data?
Online dating app TrulyMadly raises Rs 35 Cr; to build social network