Match Group announced in April 2026 that it has invested $100 million in Sniffies, a hookup and cruising app for gay men, adding the Seattle-based service to its portfolio of dating and social platforms.
Sniffies describes itself as a “cruising” matching service and features what it calls a “real-time, fully interactive map of nearby Cruisers and popular local cruising spots.” The app is positioned as a competitor to Grindr and currently has an estimated 3 million monthly active users, according to Match Group.
Sniffies will continue to operate independently following the investment, with Match Group providing support for the company’s “vision and growth.”
“From the first time I met the Sniffies team a year ago, it was clear they had a deep understanding of their users and a strong point of view on how its community actually connects,” said Spencer Rascoff, CEO of Match Group, in a press release Monday.
Match Group owns several major dating platforms including Tinder, Hinge, OkCupid, and Match. The company has faced headwinds in recent years as users have reported burnout with dating apps and expressed a preference for meeting people offline. In February 2026, Match Group beat its fourth-quarter estimates but reported declining user growth at flagship apps including Tinder.
The Sniffies investment represents Match Group’s latest effort to attract mobile users back to online social and dating services. Whether the addition of a niche, community-focused app can help offset broader user declines across its core platforms remains to be seen.
Source: TechCrunch