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Nicole Ireland is a CBC News journalist with a special interest in health and social justice stories.Based in Toronto, she has lived and worked in Thunder Bay, Ont.; Iqaluit, Nunavut; and Beirut, Lebanon.Having users to create a dating profile on Facebook — which the company has said would be separate from their regular profiles, and not visible to their friends — would increase the amount of time they spend on the platform and generate "incredibly valuable" information about them."When you indicate on a dating profile what kind of movies you like, you know, music you listen to, restaurants you go to ...that is really, really precious data because it's the kind of micro-targeted data that marketers are looking for now increasingly," Kurasawa said.

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"By comparison, the Match Group, the industry's largest player, has closer to seven million paid users."Facebook's larger user base could allow it to receive higher advertising revenue, keeping the service free for users, which could serve to increase adoption of this platform over established dating apps."Match Group operates several dating services, including Match, Plenty Of Fish, and Tinder.

After Facebook's announcement on Tuesday, its share price fell from .27 US to .71 US by the end of the day.

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