Mumbai : In an industry obsessed with increasing matches, swipes and screen time, Muzz is taking a different approach, helping conversations actually go somewhere.
The world’s leading Muslim marriage app has introduced a new feature designed to tackle one of the biggest frustrations in online matchmaking: ghosting. If a conversation remains unanswered for seven days, users will be prompted to make a choice before continuing on the platform, reply, end the conversation, or let Muzz know they’re already speaking elsewhere. The feature aims to create greater clarity and encourage respectful communication between people looking for marriage.
The update builds on Muzz’s broader product philosophy of encouraging intentional conversations. Over the past year, the platform has introduced measures such as limiting the number of simultaneous conversations and expiring inactive matches, product decisions designed to reduce overwhelm and help members focus on genuine connections rather than endless browsing.
While ghosting has become an accepted part of online dating culture, Muzz believes it shouldn’t be inevitable, particularly on a platform where members join with the intention of finding a life partner
.”The dating industry has spent years optimising for more swipes, more matches and more engagement. We’ve chosen to optimise for something different, better conversations. Every product decision we make starts with one question: does this increase someone’s chances of finding a meaningful relationship? If the answer is no, we rethink it. Ghosting leaves people with uncertainty, and we believe technology can encourage better behaviour without taking away people’s choice. Sometimes, a simple response or honest closure is far more valuable than silence,” said Shahzad Younas, Founder and CEO, Muzz.
The feature reflects a growing shift in product design, where digital platforms are moving beyond maximising engagement to encouraging healthier user behaviour. Rather than nudging members to keep browsing, Muzz’s latest update nudges them towards making a decision, whether that’s continuing a conversation or bringing it to a respectful close.
As conversations around digital wellbeing and responsible technology continue to grow, Muzz believes brands have a responsibility to design experiences that reflect the outcomes users are actually seeking. For a platform built around marriage, that means prioritising quality over quantity and intentionality over endless interaction.