Anonymous matching

Anonymous matching is a matchmaking method facilitated by computer databases, in which each user confidentially selects people they are interested in dating and the computer identifies and reports matches to pairs of users who share a mutual attraction. The purpose is to allow people to initiate romantic relationships while avoiding the risk of embarrassment, awkwardness, and other negative consequences associated with unwanted romantic overtures and rejection. The general concept was patented on September 7, 1999 by David J. Blumberg and DoYouDo chief executive officer Gil S. Sudai, but several websites were already employing the methodology by that date, and thus apparently were allowed to continue using it. United States Patent 5,950,200 points out several potential flaws in traditional courtship and in conventional dating systems in which strangers meet online, promoting anonymous matching of friends and acquaintances as a better alternative:


Some of the most notable implementations of the idea have been:

Viral marketing

eCRUSH,, the LiveJournal Secret Crush meme, and are examples of anonymous matching services using viral marketing to increase their membership. Users are encouraged to send an anonymous email to their crush so that they will visit the site and enter their own crushes, facilitating a match. In the case of, the email is mandatory; this represents a more aggressive type of viral marketing.

At least one site, CrushLink, was accused by eCRUSH of sending spam emails disguised as crush notifications. According to a Salon article, "What makes SomeoneLikesYou and Crushlink different from the rest of the sites in the genre is this: they bait hopeful visitors to hand over as many e-mail addresses as possible by trading clues for e-mail addresses". Both sites are now defunct.


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This article is based on "Anonymous matching" from the free encyclopedia Wikipedia ( It is licensed under the terms of the GNU Free Documentation Licencse. In the Wikipedia you can find a list of the authors by visiting the following address: