"Given their track record with being good custodians of data, I'd be concerned," said Jen King, director of Consumer Privacy at Stanford Law School's Center for Internet and Society.

"But I feel like people who are going to opt into Facebook matching them with dates probably don't have that level of skepticism." For its part, Facebook said no data from the dating service will be used for advertising targeting.

Instead, you'll need to scroll down through a person's profile and tap if you're interested.

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The social network on Thursday launched Facebook Dating, the matchmaking service it announced in May, in its first market.

Starting Thursday, Facebook users in Colombia can create .

"We wanted to make it apparent these are you're considering.

It's not just a profile," Nathan Sharp, product manager for Facebook dating, said in an interview last week.

It also didn't say when the service would be opened up to other markets.

Here's how it works: The dating feature is part of Facebook's main app and is a free service.

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If you delete your Facebook Dating profile, the data will also be deleted, Sharp said.