Users can log in to Coffee Meets Bagel without having to use their Facebook account.

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Users of the dating service Coffee Meets Bagel will no longer be required to enter into the service using their Facebook accounts. Customers can now join up using their cellphone number instead of their Facebook account, entirely bypassing Facebook.

The modification becomes effective on August 20th.

Typically, when clients sign up for a new online dating platform, they are required to provide proof that they are a legitimate individual (to avoid the proliferation of fake accounts). Facebook has traditionally been included in this authentication process because it provides a convenient way for users to upload images, update their profile information, and link their personal relationships with other networks of friends.

However, Facebook has been under scrutiny in recent months after the data of more than 80 million users was taken by a third-party partner, Cambridge Analytica, and used for political purposes. As a result, many Facebook customers have stopped using the network entirely, while others are concerned about the security of their personal data and the ease with which it may be exploited and manipulated by third parties without their knowledge or agreement.

As a result, several dating apps that had integrated Facebook into their verification processes found themselves in a bind: consumers no longer wanted to join in with the social network, but they were unable to do so due to contractual obligations. Coffee Meets Bagel has now joined the ranks of other dating apps in providing their consumers with an additional choice.

Dawoon Kang, co-founder, and co-CEO of CMB spoke with Venture Beat about the move, stating that the company was looking into choices such as Gmail, LinkedIn, and other major platforms for the sake of consumer convenience. “Gmail was the most popular choice from the user perspective, which makes sense because everyone uses Gmail,” Kang explained. “However… Gmail continues to have the issue [that] you can establish several accounts… because of this, we chose to use the phone number.”

Phone numbers, on the other hand, are not always safe; as CMB has shown, some phone numbers have demanded a password to a single account in various languages, triggering red flags that the number is bogus. They are collaborating with a third-party security firm to identify and assign risk numbers to certain phone numbers, which will allow CMB to assess whether or not to accept or reject the account application.

According to Yahoo Finance, Coffee Meets Bagel also reported a 387 percent increase in the number of customers who did not wish to log in with their Facebook profiles. According to Kang, who spoke to a news website, “people are most concerned about their data.” This data breach, which exposed users’ personal information to other third-party individuals, was perceived as a violation of privacy in their minds.”

Facebook recently revealed that it will build its own dating platform, providing another more incentive for dating apps to wean themselves off of the site.

Users have been able to log onto the app using their cell numbers since late August when it became available on iOS and Android. Check out our Coffee Meets Bagel review for additional information on this dating app.

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