Interview With Shayan Zadeh, CEO of Zoosk

-Shayan Zadeh Headshot-Last week AllFacebook has the opportunity to speak with Shayan Zadeh, the co-Founder and co-CEO of Zoosk, one of the leading Facebook dating applications. The company has recently surged to the number one position in terms of daily and monthly active users for any dating application. Many have attributed this growth to an aggressive user acquisition model. Whatever the reason for the growth, dating is clearly a hot item on Facebook, ranking it among social games in terms of user engagement.

If you are in the online dating industry then social platforms are most definitely on your radar. Many offer a completely free platform but Zoosk differs from most in that they use a freemium model, limiting things like “flirts” and messages, charging users for increased activity. Check out our interview with Shayan Zadeh below.

AllFacebook (AF): What is Zoosk and how long has Zoosk been around?
Shayan Zadeh (SZ): Zoosk is the largest social dating community enabling singles to meet love interests and forge lasting relationships. We launched Zoosk in December 2007 on Facebook and since then we have helped more than 16.5 million singles around the world meet new people. Zoosk is also the only dating application that connects users on multiple social networks with each other by leveraging our platform-agnostic capabilities breaking down the silos created by social networks on the web.

AF: What differentiates Zoosk from competing Facebook dating applications?
SZ: Zoosk is the only dating application on Facebook that actually helps singles find dates. It might sound counterintuitive, but if you use any of the competing applications in the dating category on Facebook you quickly realize that only Zoosk offers key functionalities that singles look for:

  • Ability to search on basic criteria: Few dating applications on Facebook capture information that is relevant to daters (such as height or education) let alone allowing singles to search based on those criteria. Zoosk is the only dating application on Facebook that provides a very rich search functionality.
  • Photos beyond your Facebook Profile Picture: We have heard pictures are worth a thousand words and it is even more so when it comes to dating. I wonder how some applications positions themselves as dating providers when their users don’t have the ability to upload multiple photos. On Zoosk, we have millions of photos that users have hand picked to represent them to their potential dates with most of our users choosing to have more than two photos.
  • Extensive Localization: Dating is a local experience and to give our global user base the best experience, we have fully localized the Zoosk experience into 12 languages in addition to English. We have seen significant improvement in user satisfaction since the release of the localized Zoosk and I believe we are the only dating application (and probably any social application) with this level of internationalization.

AF: Zoosk has been aggressively acquiring new users, including acquiring applications to obtain new users. Has the application acquisition model been successful for retaining users?
Like all other Facebook applications, we have experimented with many customer acquisition models. Based on what we have heard from other developers as well as our own tests, we quickly realized that application acquisition is not an effective way of building a loyal and engaged user base. So instead, we focused on improving the value proposition of the application and our user retention model. This strategy may not give you the steepest growth curve, but it has proven to be a sustainable strategy in the long run.

AF: What have been the biggest challenges for Zoosk in light of the Facebook redesign?
Obviously the redesign changed how our users on Facebook interact with Zoosk. One of the major challenges for our users has been discovery of the applications after they first install Zoosk. Previously applications would automatically get added to the menu bar for users. The new paradigm of bookmarking has been difficult for users to understand. Recently Facebook has made a few changes to help with this issue, but we believe more can be done to help users re-discover applications that they have installed and like.

AF: It appears that your monetization model is to charge for premium access. Is there a reason that you’ve decided to go that route rather than creating a free dating platform?
We actually have a freemium model. Users on Zoosk can signup and create profiles for free. They are also able to initiate and respond to messages others send them for free. A percentage of our members select to upgrade to premium membership that gives them privileges such as unlimited communication and premium placement.

We also monetize through sales of virtual gifts utilizing our Zoosk Coin economy. Many of our users purchase gifts to be attached to their messages, which in return give them higher visibility with their potential matches.

And lastly, we do monetize through advertising, although we do it in a much more non-intrusive way than most Facebook applications do advertising.

AF: As the application exists, it doesn’t appear that there are any social features in regards to integrating the social graph. Why launch as a Facebook application rather than a destination site? Is it simply due to the decreased new user acquisition cost?
You are correct in that the social features of Zoosk are not the forefront of the experience compared to social games or other applications. However, this is a direct result of the nature of dating business. Many singles want their dating experience to be private and we respect that desire. Therefore, you don’t see most of the social functionalities front and center.

However, as users engage deeper with the application, they can decide to engage their friends in the process wherever appropriate. For example, one of the popular social features on Zoosk has been friend testimonials. Zooskers can request their friends to say a few words about them, which, after their approval, appears on their Date Card. By having their friends vouch for them, these singles gain a lot of credibility within the community and end up with more dates.

As for a destination site, we launched www.zoosk.com late last year, which is simply another entry point to the Zoosk experience, and we have seen an amazing interest in it since. So, even though Zoosk started on Facebook, it now has become a ubiquitous platform for singles to meet each other regardless of where they are on the web, a social network for singles if you will that can seamlessly integrate with your social network of choice.

AF: Your Daily Active Users have jumped significantly since February 1st. What have you changed about your application?
We have actually seen a surge in traffic since start of the year with another bump in February. The first two months of the year are naturally very strong months for dating business with singles thinking about their New Year resolutions and then with Valentine’s Day around the corner. This has been true both for traditional dating sites such as Match.com and also for Zoosk.

AF: Any plans to go mobile?
As I mentioned before, we think of Zoosk as a platform agnostic online dating community. In other words, in our vision a Zoosker should be able to take advantage of Zoosk regardless of where and how they are online. Naturally, a mobile Zoosk experience is under consideration.

AF: How are other platforms performing in comparison to Facebook?
Facebook is the largest platform for us with www.zoosk.com quickly becoming a second performer since its launch a few months ago. Bebo and Hi5 are strong performers as well. MySpace has recently improved the quality of its communication channels, which should result in a better experience for users on its platform and by proxy for us.

AF: What privacy concerns do you have or issues to deal with when integration Zoosk.com and the Facebook application? What technical challenges do you face with integrating Zoosk.com?
Since we built Zoosk from the start with the idea that it would be a platform agnostic community, adding other platforms with www.zoosk.com simply being one has been fairly simple. In terms of privacy, since we mask any identifiable information about users regardless of their platform of origin, we haven’t had any challenges with bringing users from multiple social networks together while respecting their privacy.

AF: What new features or products do you plan on rolling out in 2009?
We have a number of exciting projects underway for roll out in 2009. We’re working on new ways of enabling Zooskers to take advantage of Zoosk regardless of where or how they are online. We are also working on a few projects that will tremendously help Zooskers in their user discovery and pursuit of love. And finally, we’re constantly working on refining the social aspects of Zoosk while balancing the need for privacy for our users.

AF: Anything else that you’d like to mention?
I want to thank you for the opportunity to share some notes about Zoosk with your audience. The phenomenal growth of Zoosk has been driven by its ability to help singles build new relationships and the more we can share that story, the more people we can help.

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46 Comments »

  1. i love the site, but before i joined it showed me 1 of my facebook friends as a memeber. i cannot find that page again and when i told my friend she said she wasn't a memeber, is there anyway u could help me? her name is marina ashton, thank you very much keep up the good work x

    Comment by wendy shaw — April 15, 2009 @ 2:12 am

  2. - Need a creative 'genius' (dare I say)?… I have 5 killer app that I beleive you'd respect since you obviously 'get-it' Lets talk. Love to be part of your success. Congratulations Mr. Shayen

    Comment by Tim K. — June 17, 2009 @ 9:03 am

  3. I hate these stories. This is simply another example of how the rich get richer. There are thousands of smaller dating sites all trying to get a piece of the market, and along comes a couple of guys with millions and millions of dollars to spend. They quickly take over the market. It's kind of like the story of Walmart.

    Personally, I like the story of Plentyoffish.com. A guy in his apartment in Vancouver decides to make his own free dating site with only the few dollars in his pocket. Now it's a major success story. Now that is an inspirational story to tell the kids.

    Somebody will say: "It's because they were able to integrate their site into Facebook and all the other major social networking sites." Yes, and you think Facebook and the other sites did this for free. Come on!

    Perhaps now I will read about Donald Trump building yet another building.

    Comment by UstillUp — July 28, 2009 @ 9:11 pm

  4. Is lying, it just got to be another of many sites that let me sing up and as soon as I get connections they start to block You if You dont pay.

    Comment by L — September 12, 2009 @ 6:08 pm

  5. word soosk in persian means cockroach, mostly used between girls when they wind up a boy, by letting him wait on date and not turn up, so they say "I made him a soosk". Very cruel ha!

    Comment by samad — September 15, 2009 @ 8:40 am

  6. been trying to reach someone from zoosk to see why i waasnt cancelled last month,and now it has caosed an overdraft in my bank account,can some one from coctomer service please contact me to resolve this issue,have tried to e-mail this company for almost a month now with now responce,the company was glad to take my money but now i cant get a responce when a problem has accured,andrew maxey,2965 eleanor terrace,atlanta ,ga 30318

    Comment by ANDREW R MAXEY JR — November 18, 2009 @ 12:26 pm

  7. It’s a rip off. I signed up searched two days and now my account blocked and I can not get anyone to respond to me.. I have send 10 email and not one has been responded to. I paid the membership fee and only used the account two days. And to make matters worse there is no way but email to a in touch with anyone… What a great deal for them no wonder they are making a ton of money
    Very unhappy… I tried setting up another account under another email and the blocked that one as well. AGAIN I can get now response from anyone at the company…very bad customer service. I would advice do not set up a account with them.

    Comment by Susan — February 10, 2010 @ 10:40 pm

  8. I am a new Zoosky user. What is a coin worth in American $$$'s? Why does it not tell it up front before I committed money on my VISA card?

    Bob Kerr

    Comment by Bob Kerr — March 29, 2010 @ 10:31 pm

  9. I am very dissapointed with zoosk, I paid for membership on the 27/03/2010 and after numerous emails to your customer care I still have not been an active member. All I want is to be activated or re-emburse me my money

    Heidi

    Comment by Heidi — April 12, 2010 @ 12:07 pm

  10. This is the 5ifth time I have asked for help. A unsolicited e-mail was sent to my girl asking for a testimonial about me. At that point I didn't even know Zoosk existed. The E-mail said that I was in the singles market and it enfuriated my girl I sent the e-mail routing to you asking that you identify the author of the e-mail.I will list it below and pray that you give me help. http: // http://www.zoosk.com/testimonail.php?guid=6609480382a500... 3/212010

    Comment by Howard Johnston — April 16, 2010 @ 3:33 pm

  11. I am waiting for some action re; the testimonial request. Surely you can tell me who sent the msg to my girl so that I can prove that it wasnt me and help me prove that i havn’t been with toyhe ladies. please help

    Comment by Howard Johnston — April 17, 2010 @ 4:16 pm

  12. I want anwers to my questions above

    Comment by Howard Johnston — April 20, 2010 @ 2:37 pm

  13. Wont someone talk to me?

    Comment by Howard Johnston — April 20, 2010 @ 2:38 pm

  14. Please send the name i asked for or tell me to get my attorny involved

    Comment by Howard Johnston — April 20, 2010 @ 2:42 pm

  15. I saw the zoosk advertisement on Face book and decided to give it a try. Well the first thing that i noticed is out of the the options for service i selected thr intermediate one for 19.00 and a little change. the next option was 59.86, i did not want to spend that much and selected the mentioned. After checking ny bank statement i found out that zoosk had charged me the higher of 59.85. This ammount was not authorized by me. Now like some of the other stories that i read i cannot contact anyone. I even googled it. so hear i am over charged no one to tell about it. And you know the very first time that i tryed to send the little gift thing the site asked me for money. Of course i didnt give them any and now i can get any of the tabs at the top of the page tp work to go to the date card or what ever. Bottom line is this zoosk is a scam and anyone that trys it will soon find out for them selfs.

    Dan

    Comment by Daniel Underwood — May 8, 2010 @ 1:58 pm

  16. One other thing that i forgot to mention is, after readin the service agreement i found out that by signing up you autherize zoosk to debit your acount mothly until you supply them with written notification. I can get a response about them over chargeing me. and now that i have read this i can not find any address to write to. I guess i have to go to the bank and tell the to stop any transaction from them.

    Comment by Daniel Underwood — May 8, 2010 @ 2:04 pm

  17. i;m very dissappointed in your site i thought you screen the pictures on here i have tried to have a picture removed because of offensive content no response i was going to join but after seeing this and nothing being done i will go some where else if this is not taken care of

    Comment by helen — June 25, 2010 @ 6:28 am

  18. i am not happy with your site reported offensive pictures and nothing is being done

    Comment by helen — June 25, 2010 @ 6:31 am

  19. My account has been blocked by a Zoosk administrator for no reason. I would like to know why I have been blocked and how do I get back on? I just got started and met someone interesting and now I can not get in touch with them. Very irritating! HOWEVER reading some of the statements above maybe I DON'T want to get back to Zoosking!!!!!!! Your site sounds like a SCAM to me.

    Comment by Christina — July 2, 2010 @ 7:19 am

  20. It is a ripoff from the beginning. The ONLY thing you get "rree" is ONE message to the person of your choise then are locked out from communicating with that person again until you pony up some FUNDS to speak with them again. So much for free "dating" – its all a lie. MONEY is what they want and it is NOT a "free dating service" at all.

    Comment by farza — July 15, 2010 @ 9:17 pm

  21. I have signed up 4 different times on Zoosk. Found this awesome person & poof I have been blocked by the administrator again. I DEMAND ANWSERS !!! Is this site really a scam or what ???

    Comment by kimberlee — September 3, 2010 @ 11:28 am

  22. Your site sucks. I paid you weeks ago and cant access my email. You are playing on the hearts of loney people, If I met you in person…it wouldnt be pretty. Your an ass and cant believe your still in business.

    Comment by topy — September 17, 2010 @ 2:07 pm

  23. Zoosk IS A FRAUD!!! simply, you as paying member are nothing but a marketing tool for Zoosk to get new paying members!!? As a paid subscriber you don't know who is a paid or a free member and non-members CAN NOT write back to you even if they wanted too until they join with a paid membership, so your either thinking there not interested but the reality is they can't write back to you and this sucks!! I demand as a full paying subscriber that all people on the site can correspond with me, this is just a pryamid scheme on the backs of the people there collecting money from!

    Comment by Robert — September 28, 2010 @ 6:44 pm

  24. I would love to start a class action lawsuit anyone in?

    Comment by Jon — October 14, 2010 @ 10:11 pm

  25. The guy who owns this company looks like a real jerk. He looks all full of himself. I say this dirt-bag should eat a crap sandwich because that is exactly what he has ordered, right off the menu. Now, lets examine exactly what jerko said… jerko said,
    "We actually have a freemium model. Users on Zoosk can signup and create profiles for free. They are also able to initiate and respond to messages others send them for free. A percentage of our members select to upgrade to premium membership that gives them privileges such as unlimited communication and premium placement."
    O.k., lets look up the word "communication"… I'm using the Websters College Dictionary… Well what do you know, one possible definition of a "communication" is a "transmission", which can be a one way thing. So if jerko would have limited what he said to just the word "communication" he may not have lied exactly. It would have been deceptive and I would still like to see someone bitch slap that smirk off his face. You see if crap breath would've said "members are allowed to communicate with non members", people probably would have caught on to that, the obvious question would be to ask, "well, can non-members communicate with members" The problem this turd face has is what he in fact did say… jercko said, "unlimited communication". Therefore that would have to include each and every possible definition of the word "communication" including but not limited to any popular or widely held belief of the meaning of the word as it is currently used, whether correctly used or not, if it was a widely held belief of its meaning, etc… Here we do not even need to go to the "widely held belief or understanding" definition, to show that this guy is god damned fraudulent piglett. Webster's makes it very clear without having to reach at all… One of the definitions Webster gives for "communication" is an "exchange of information or ideas" and "interchange of information and opinions". [all the following meanings are derived from Webster's] Exchange means to "trade", as in, one thing for another. "Inter-change" is even more on point. "Inter" means "between", "among", "carried on between" andor "shared by or derived by two or more".
    So then, "communication" is to "exchange", which is to "trade", which is to "interchange", which is "two or more". Hence, there is no such thing as one-way "unlimited communication"! This little crap wad needs to be taken down. I suggest complaining to Facebook – they don't want this smirk faced jerko tarnishing what they have built up – whatever that is. Even better, complain to the State Attorney General of whatever state you are in. Also the state that jerko is from. Also it might be a good idea to contact the major news networks… as online dating is such a hot topic these days, I think they would be interested in a story that shows just what a scam so many of these sites are.
    if anyone has any other places that should be notified, list them. Maybe the Federal Trade Commission, or whomever regulates interstate trade via the internet.
    Here's an idea… how about a tv show or web site called "bitchslap". It would be sort of like punked except d-bags like this would be led to think they are being interviewed one more time where they are allowed to look like they're so great, but really smirked faced jerks like this would have that smirk bitchslaped right off their faces… I know, you can call it Bitch-slap-book!

    Comment by Fuming Mad — November 6, 2010 @ 2:30 am

  26. if you read the terms of service to this site i believe that you agree not to put your email or phone number in anything. In other words it is not just limited to your profile, it also states any communications too. So for those of you who are getting your accounts shut down, maybe this is why.
    Basically this site is only good if both people join. If the guy make that clear, that the free profile does you absolutely no good what so ever, well just how far do you suppose this would have gone – they would still be trying to get their 1st member. I really hope there is a hell for pigs like this. I can understand that these sites want to make money but they always seem to want to go to the extreme. Why not have it be like fifty cents to send a message back something reasonable. Zoosk is a scam

    Comment by Hoppin Mad — November 6, 2010 @ 2:41 am

  27. report zoosk at http://www.ripoffreport.com

    Comment by calcite — February 15, 2011 @ 5:54 pm

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    Comment by calcite — February 15, 2011 @ 6:07 pm

  40. someone must have gotten a hold of my credit card number and I was billed 2x's on the same day for $42.44. Tried e-mailing the company and also trying to find a phone number so I can talk to someone. No luck. I contacted my bank now I have to cancel my card and fill out all kinds of paper work to dispute this. As of now, I'm out $84.88.

    Comment by Doreen — March 24, 2011 @ 10:43 pm

  41. great…

    Join http://www.edostii.com for more exciting features. This is great dating site

    Comment by edostii — April 15, 2011 @ 9:29 pm

  42. Zoosk is most definitely a scam. I tried this claimed "free" account out to see what it was all about. So I found a few matches that I wanted to talk to. When you try to type a message you immediately get a popup that tells you to purchase a membership in order to send a message. I was able to send a wink, but only on certain profiles. So I read that if a member sends you a message as Shayan Zadeh claims, you should be able to respond back. Since I wasn't able to message for free I would wink at a few. I sent a wink, and within a few moments I got a message that only showed a few words with a link that said "read more" so i click the link and get the popup to buy a membership… I also noticed when I would get these messages the person for that profile would not even be online… So in essence Zoosk has created fake profiles with pictures of models to get your attention, which I'm sure go away once you sign up, and only lets you "wink" at the fake profiles and not the ones of real people. Zoosk is a shady business and a rip off! I'm honestly suprised that they haven't been sued for false advertising!

    Comment by MiNdRiDdLe — October 27, 2011 @ 3:08 am

  43. Its a joke,i sent 4 flirts 2day,got instant generic replies,only i ddnt realise they were generic b4 i sent them all messages,made me look like a complete,akmal cameltowel watever yr name is,u r a lowly dog

    Comment by dan — November 11, 2011 @ 3:17 am

  44. Yeh mindriddle im paid up n still get instant generic messages i sent back messages i feel like a bit of a fool,is anyone thinking 'class action' if only 2 shake up this arab shitbag

    Comment by danny — November 11, 2011 @ 3:21 am

  45. I am so angry.. I paid for a Zoosk subscription and keep getting a message to subscribe – I ALREADY HAVE DAMMIT!! Funny I can't find any contact details for the "Zoosk team", but they sure as hell have my money sitting in their bank account!! I have sent numerous messages and have received NO replies – this does not surprise me in the least!! WHAT NOW?!?!

    Comment by Angela — January 18, 2012 @ 8:51 am

  46. There is NOTHING FREE about Zoosk!!!
    They are all over my facebook – no matter how many times I say DO NOT ALLOW…
    I am NOT a member – I have never even made a password for these clowns and they took $37+ from my bank account. My bank tells me they are in the system as Zoosk dating/escort service – so what does that tell you? I made a complaint to my bank & stopped them from ever being allowed in. The 888 number below is the one on the site but the other is one retrieved by my bank.
    1-415-362-1000
    1-888-939-6675

    Comment by SJSooze — January 18, 2012 @ 9:41 am

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