"I Want Something Fun and Short-Term"...Saudi Arabia's Dating Apps Hit 23.1 Billion Won

Changing social climate in Saudi Arabia after Crown Prince Mohammed bin Salman’s 'Vision 2030'
Shifting social norms across Saudi society
Rising use of dating apps among the younger generation

In Saudi Arabia, meeting people through dating applications (apps) is spreading rapidly. Although it has long been a conservative society that emphasized gender segregation in public spaces, changes in dating culture are emerging among the younger generation following the economic and social reforms led by the de facto ruler, Crown Prince Mohammed bin Salman.

Recently, the Wall Street Journal (WSJ) in the United States reported that "Saudi youth are exploring a new dating culture as strict moral codes are being relaxed."

According to the report, the use of the dating app Tinder is rapidly increasing among young Saudis. Some users hint at the nature of the relationship they seek by uploading photos of flowers, coffee, or travel scenery instead of their faces, or by leaving only a single emoji in the bio section. There are also cases where men post photos of themselves in traditional attire wearing a thobe and shemagh, and women in an abaya and hijab. While cautious approaches that minimize exposure still prevail, the WSJ pointed to this as one aspect that illustrates Saudi Arabia's gradual transformation.

In fact, one woman in her mid-20s had a profile that included photos of a flower in her well-manicured hand, a matcha latte, a tennis court, and a piece of artwork. There was not a single photo of her face. Her self-introduction read, "Looking for a partner to enjoy sports with," followed by, "If you are looking for something fun and short-term, swipe left."

AI-generated image

Dating app revenue reaches 23.1 billion won in Saudi Arabia

In the past, most encounters between young men and women in Saudi Arabia were arranged by parents or relatives on the premise of marriage. Public dating was effectively not allowed. Although some couples did meet in secret, there was a high risk of sanctions if they were caught by the religious police patrolling the streets. Strict social and institutional controls were imposed on relationships between men and women and on sexual matters.

Recently, however, the atmosphere has been changing. The use of dating apps has been steadily increasing among young Saudis, and the net in-app revenue of major matching apps has reached about 16 million dollars (23.1 billion won). In Saudi Arabia, with a population of around 35 million, downloads of the top dating apps have risen for five consecutive years, reaching 3.5 million in 2025.

In particular, in relatively open Saudi cities such as Riyadh and Jeddah, it is becoming more common to see young men and women dating in cafes. However, because spaces where couples can date openly are still limited, some people seek out cafes with a relatively relaxed atmosphere, while others continue their meetings discreetly in cars.

Riyadh, the capital of Saudi Arabia. Pixabay

Changing social climate after 'Vision 2030'

The driving force behind this change is the national reform project 'Vision 2030' being pursued by Crown Prince Mohammed bin Salman. The project aims to improve Saudi Arabia's international image, attract tourists and foreign professionals, and diversify the country's oil-dependent economic structure.

Since 2017, the powers of the religious police have been curtailed, and the ban on women driving has been lifted. Gender segregation in restaurants and cafes has also been relaxed. Movie theaters and music events have been permitted, and recently some regulations on alcohol have been eased as well. Unlike in the past, when authorities cracked down on the sale of Valentine's Day-related products, couples now exchange gifts and hotels promote special packages for the occasion.

Nevertheless, a conservative mood still lingers. Many women and LGBTQ users continue to hide their faces or refrain from posting photos for fear of stigma. Some men are reluctant to marry women they meet through dating apps. Tala Alarfaj, a 23-year-old from eastern Saudi Arabia, said, "Our generation grew up in gender-segregated schools," adding, "We are still getting used to the idea of dating."

Saudi Arabia's Sharia-based legal system still prohibits extramarital sex and homosexuality. The WSJ reported, "Although punishments appear to have been relaxed recently, the possibility of flogging, imprisonment, or even the death penalty still remains."

Andrew Leber, a professor at Tulane University in the United States, said, "Social change is in a legal gray area," adding, "What is actually tolerated is much broader than what is legally guaranteed." Philipp T?lmann, a researcher at the University of Cambridge, commented, "Changes being driven rapidly from the top down are a complex process," and assessed that "dating apps are part of that transition."

Alarfaj said, "Some people feel that the pace of change is too fast," adding, "Some conservative families have actually become stricter as the state's control has loosened."