Get paid for online dating
By providing a range of services in one place, the company becomes even more indispensable in people's lives.
And, of course, in doing so it also maintains its dominance over competitors, whether established or potential.
Earlier this year, Facebook also stepped up its job postings features in an effort to take on Linked In.
Investors in other online dating platforms appear spooked by Facebook's move into the space.
Perhaps Bumble and Facebook can join forces to make the connecting space even more safe and empowering," the spokesperson said in a statement provided to CNNMoney.
Before dating, the social networking behemoth has expanded into numerous other features pioneered by other tech companies, ranging from job postings to payments and online food delivery.
Although Facebook has positioned these endeavors as just adding utility for users, they've been part of a broader effort to get people spending as much time as possible on Facebook.
Users can set up a dating profile with their first name, which the company said won't be visible to friends and will not appear in News Feeds.
The feature is opt-in and users will not be matched with people they are already friends with, according to Facebook.
"I know a lot of you are going to have questions about this.