'Instagram is a dating service': 3 features built in the app that help people approach their crushes, explains Adam Mosseri

Even though Instagram does not have a dedicated dating section, but that has not stopped people from using the app to find romantic connections. From replying to a crush’s Instagram Story to sharing a funny Reel, everyday interactions can become the starting point for a relationship. Instagram head Adam Mosseri has acknowledged this use of the platform, explaining why the company is unlikely to introduce a separate dating service.

Responding to a follower who asked whether Instagram would launch a dedicated dating feature, Mosseri said, “I don't think so.” He explained that building a formal dating service would involve additional work, even though people already use Instagram to approach potential romantic interests.

“But in some ways, Instagram is a dating service,” he said.

Story replies: An easy way to start a conversation

Replying to someone's Instagram Story is one of the ways people can initiate a conversation without making an obvious romantic move. A photo, a song, a holiday update or a shared interest can give someone a reason to send a message.

Unlike approaching a person directly, responding to a Story allows users to begin with something already visible on the other person's profile. The conversation can then go on privately if both people are interested.

Mosseri pointed to these everyday interactions as examples of how users find ways to connect through the app.

Reels: Funny videos to kick start a conversation

Another way to break the ice is to send someone a funny reel. Instead of starting a conversation with a direct expression of interest, users have the option of sending a video that they believe the other person will enjoy.

The Reel itself becomes a conversation starter, allowing the recipient to react, respond or send something back. Over time, these exchanges can create opportunities for people to get to know each other.

Mosseri described DM interactions as “conversation starters, excuses to reach out to someone.”.

Direct messages: Where conversations move forward

Direct messages, or DMs, give users a private space for conversations that begin through Stories, Reels or any other form of interactions on the platform.

Mosseri acknowledged the role of private messaging in these connections, saying, “We know a lot goes down in the DM.”

Messaging is also big part to Instagram's bigger strategy. In a video posted in September 2025, Mosseri said almost all of the platform's recent growth had come from direct messages, Reels and recommendations.

Why Instagram may not build a separate dating app?

Mosseri said Instagram was in a good position without dedicated dating profiles or swipe-based matching tools. The company has not announced plans to launch a formal dating service within Instagram.

Meta, however, already operates Facebook Dating, which launched in the US in 2019. It offers separate dating profiles and a Secret Crush feature that allows users to express interest in people they follow on Instagram or have added as Facebook friends.