BlueCity Holdings Ltd. (Nasdaq: BLCT) is improving the user interface for its Latin American LGBTQ+ community, aiming to bring them “an even safer” experience.
The operator of Blued said on Thursday that it now offers optional photo verification, which uses AI technology to confirm the authenticity of the profile photos. BlueCity said the app can now compare a user’s photo taken in real-time to the shared photos on the profile and mark the user as verified.
“Verified users will also enjoy greater visibility to nearby users and have a higher chance of being recommended daily in the app,” BlueCity said.
The company noted that the feature is optional and allows users to remain private if “uncomfortable with publicly revealing their identity and sexuality.”
Blued, which offers live video speed dating, has also changed the design to provide space for bigger photos and more readily available information for quicker matching and chatting.
“While connecting the LGBTQ community around the globe, we’ve always wanted to build a product that closely matches the needs of the local community,” said Jason Li, head of global marketing at Blued.
The app revamp was carried out after BlueCity polled more than 2,000 users in Mexico and Brazil and aimed to provide “more efficient communication and a more convenient interface.”
BlueCity has been operating in Latin America since 2017 and now operates in Brazil, Mexico, Argentina, Colombia, and Chile. The company has also been promoting health and wellness on the continent through its partnership with Impulse, a global nonprofit HIV/wellness organization for gay men, and has worked on a number of initiatives on HIV prevention and mental health advice.
As of June, Blued counted more than 54 million users worldwide. Its update in Latin America is a way to tailor the app to local needs. For another market, which included Japan and other countries in Asia, Blued launched a community feature, where users could chat in groups on topics of interest.