Meta closes Tuned, its social app for couples – TechCrunch
Tuned, Meta’s social app for couples, is ending just over two years after its launch. Users, including this reporter, began receiving notification about the impending shutdown last week, advising them to upload their data before September 19, when the app will stop working.
Tuned was a project of Meta’s New Product Experimentation (NPE) team, which was originally formed to create consumer-facing applications that would allow Meta to test new features and gauge people’s reactions. Launched in the early months of the pandemic, Tuned was positioned as a way for couples to stay connected and engaged, with messaging features and quizzes designed to allow them to share how they feel, what they are doing and the milestones they are anticipating.
Tuned allowed users to swap notes, photos and videos, challenges, voicemails, notes and lists, and music through a Spotify integration. They could set their respective moods and, for more intimate content, choose a password or blur filter. A ‘verify’ feature prompted couples to express their feelings about the relationship at any time, with prompts to add context.
“With Tuned, you can digitally capture and react to artifacts of your relationship, creating a shared album for those memorable moments that you and your partner can easily scroll through and reminisce about,” Meta wrote in an April 2020 blog post. “Send photo snapshots, notes, maps, voice memos and more, without worldwide broadcasting or fear of messaging the wrong person.
Tuned was notable for its relative lack of ties to Meta products like Instagram, Facebook and Facebook Dating – and that might have been its downfall. According to Craig Chapple, mobile intelligence strategist at app analytics firm Sensor Tower, Tuned has only been downloaded around 909,000 times on the Apple App Store and Google Play.
But other factors were likely at play. Tuned had competition in more established social pairing apps like Between and Couply, and the NPE team recently pivoted to a new model less focused on developing apps themselves. same. As my colleague Sarah Perez wrote late last year, NPE has adjusted its strategy to include seed investments in small entrepreneurial teams, including startups based outside of the United States.
On the other hand, it’s not uncommon for NPE to shut down experiments quickly – sometimes the team’s projects are less complete products and more data collection vehicles for Meta’s various platforms. Over the past few years, NPE has launched speed dating app Sparked, meme creator Whale, personal project app Hobbi, conversational app Bump, music app Aux, Apple Watch app kit , audio call app CatchUp, collaborative music app Collab, live event companion Location and forecast app Forecast. Beyond Tuned (for now), the only apps still available in the US on iOS are Move and BARS; Tuned is NPE’s only app on Android in the US
Meta did not immediately respond to a request for comment.