In the digital age, online dating and companion apps have become an integral part of everyday life. However, with their growing popularity, concerns around data privacy, security, and user experience have also increased. To address these issues, Google recently introduced a new policy for the dating and companion app category, aiming to improve user experience and platform security.
What Is Google’s Policy on Dating and Companionship Ads?
Google’s updated policy primarily targets apps and platforms that provide dating, matchmaking, or companion services.
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Implementation Timeline: The initial enforcement date of March 4, 2025, has been postponed to April 9, 2025. After this date, unauthorized advertisers promoting dating or companion apps will no longer be allowed to run ads.
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Aggregator Updates: Starting April 9, 2025, aggregators promoting general or restricted dating and companion content as defined by this policy must obtain proper certification to continue advertising. These ads will fall under restricted categories and may only appear on age- and region-limited search networks. Certification for companion app aggregators began on February 25, 2025, and other dating and companion app advertisers can continue applying for approval.
The Impact of New Regulations
As digital platforms for dating and companion apps become more stringent, concerns around privacy and security have grown. Google’s policy aims to increase transparency and regulate industry practices while strengthening user trust. While these changes help improve the ecosystem, they also pose new challenges for developers, especially those relying on paid advertising for user acquisition.
How Can PWAs Help Avoid These Restrictions?
Progressive Web Apps (PWAs) provide a seamless, cross-platform experience by combining the best features of web and native apps. Given Google’s stricter regulations on traditional app advertising, PWAs offer an alternative way to distribute and promote dating and companion apps without relying on app stores.
Benefits of Using PWAs for Dating and Companion Apps
- Works in Low-Network Conditions PWAs allow users to access essential features even without an internet connection. This is especially useful for companion app users who may want to revisit stored conversations or access offline features.
- Fast Performance and Instant Updates PWAs load quickly and eliminate long startup times, ensuring a smoother user experience. Automatic updates also mean users always have access to the latest version without needing manual downloads.
- Saves Device Storage Unlike native apps, PWAs don’t require large installation files. Users can access the app directly from their browser, making it ideal for those with limited storage space.
- Enhanced Security PWAs are served over HTTPS, encrypting all communications to enhance security—critical for apps handling sensitive user interactions.
How to Build a PWA for a Companion App?
Upgrading an existing dating or companion app to a PWA isn’t as complex as it may seem. By following best practices and choosing the right technology stack, developers can ensure their platform remains compliant with Google’s policies without compromising user experience.
Key Steps:
- Enable Offline Support Using Service Workers, a PWA can cache user data and conversation history, allowing for a smooth experience even in weak network conditions.
- Integrate Push Notifications Push notifications are crucial for companion apps to maintain engagement by delivering timely updates and reminders.
- Simplify Installation Unlike traditional apps that require an app store download, users can add a PWA to their home screen directly from their browser, streamlining the installation process.
- Choose ROIBest’s PWA solution. While PWA deployment is relatively simple, ensuring a seamless ad integration, user acquisition strategy, and cross-browser compatibility remains a challenge. ROIBest offers a robust ad delivery and attribution system with PWA compatibility assurance, making it the best choice for developers looking to adapt their companion apps to these new industry changes.
About ROIBest
ROIBest, as the pioneer in non-removable Android apps, boasts the largest market share and user base.
Our clients include leading companies in gaming, short drama, social network, and tools & utilities industries, such as ShortMax and EWORLD.
Our solutions built of progressive web app (PWA) technology address issues for Android app developers such as app review processes, being removed from the Play Store, and Google Pay commissions. The unique ROI-enhancing features developed by ROIBest can boost conversions by over 10% and reduce the risk of ad bans, driving more traffic to the business.
