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In total, a quarter of users who try to register on Truly Madly are denied, Bhatia said. The app Thrill sidelines up to 35 percent of male users, without telling them, to a so-called "phantom zone" where they can still log on and view others' profiles, but can't make contact and are invisible to other users.
In this June 11, 2015 photo, Indian girls take a selfie at a party hosted by "Truly Madly," one of India's online dating apps, in Gurgaon, India.
"Even a small incident will reflect badly on our app." Developers said they were being particularly cautious after another app-based company, taxi service Uber, became embroiled in controversy in December and lost its license to operate in the Indian capital after one of its Delhi drivers was accused of raping a 26-year-old passenger.
Marketing to women means not just giving them more control over whom they connect with, but also carefully controlling which men are being featured and offering reassurance that the men are legitimate.
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Whitney Wolfe, who co-founded Tinder before leaving to launch the app Bumble, said designing platforms that give women more control work in any country, not just India, where men traditionally take the lead."In India, you need to have a reference to speak with anyone," Sagar Datta, a 24-year-old interior designer who has met at least 20 people, both men and women, he was introduced to through an app.