“I think it’s pretty clear that people use location-based apps that offer minimal information, like Tinder, as hookup tools,” he says. “We think it’s up to our users to determine whether they want to hook up or have something more serious,” Kreizman says.“We just provide them the tools to be exposed to one another and they take it from there.” To combat this issue, Singer developed JZoog in 2013.The service screens a potential user’s Facebook profile to obtain basic information and ensure he or she has a minimum number of friends—enough to confirm the profile wasn’t created just to join JZoog.

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In April, JDate, which was established in 1997, launched a major rebranding campaign, dubbed “Get Chosen.” Users submitted their best taglines via Instagram and Twitter. Right to Left,” submitted by New York comedian Jonathan Morvay—shine bright throughout major cities, in hopes of enticing new users.

According to Greg Liberman, chief executive of Spark Networks, the company that owns JDate, JDate’s recent tune-up was intended to emphasize the “‘J’ in JDate” and reinforce the company’s purpose “to build the Jewish community.” But some users, Jewish or not, are offended by its attempts.

“I may have shied away from them due to my own preferences, but clearly they had an interest in dating Jewish women.” However, Sandy Greenberg, co-founder of Terri & Sandy Solution, thinks otherwise.

In February, she told that her company, which was responsible for the rebranding campaign, didn’t empathize with those who felt left in the dark.

“As a rabbi and committed Jew, I feel very strongly that Jewish sites should be exclusively for Jews,” he says.

“I think it’s shameful for the biggest Jewish dating site [JDate] to allow non-Jews as members and thereby enable the possibility of intermarriage.” Keeping it in the Tribe?

However, apps like JSwipe and JCrush have led to criticism that goes beyond religious lines.

Many argue speed-dating apps like these fuel today’s “hookup” culture, a Generation Y-type group obsessed with casual and frequent flings.

This no-strings-attached mindset is made much easier when location-based apps appear, allowing users to instantaneously find matches in their area merely based off of physical appearance, and in this case, religious denomination.