Anyone who has tried dating apps searching for love knows how much of an emotional rollercoaster it can be.
While there are success stories of people meeting, forming strong relationships, and even getting married, the experience is far from a fairytale for many.
Dating apps can quickly become exhausting due to endless swiping, ghosting, and poor communication, all while navigating fake profiles and catfishing, making it harder to trust anyone.
On top of this, there is the constant pressure to present a “perfect” version of oneself, and with the focus so heavily on looks rather than personality, it’s easy to feel frustrated and disconnected.
As more people turn to dating apps in today’s digital world, app founders are working to solve these challenges, among others.
While founders of apps like Thursday and Raya have made progress in addressing some of these issues, important elements are still missing when it comes to building lasting and meaningful relationships.
And that’s where Musly, a new private-membership and female-founded dating app, steps in.
Despite being specifically designed for single Muslims, Musly adopts an intentional and curated approach, setting it apart from other platforms.
In an exclusive interview with the Musly app founder, Ifrah Khan, The New Arab explored what this means in practice.
Quality over quantity
Launched in late October 2024, Musly is targeted towards individuals aged 25 and over in London, Paris, Dubai, and New York, focusing on a selective vetting process and membership model.
According to Ifrah, this careful selection process makes Musly a platform that prioritises quality over quantity, helping members build real and lasting connections. Moreover, this focus on curation ensures members are more likely to find meaningful connections rather than endlessly swiping through profiles that don’t match their values.
“I wanted to create a platform where people could meet exciting, like-minded individuals who are ambitious, adventurous, and aligned in their goals,” Ifrah explains about founding the app.
Speaking about what sets Musly apart from aforementioned apps like Thursday and Raya, Ifrah says, “While Raya targets creative professionals and Thursday focuses on events, Musly goes beyond that by matching members based on shared values, interests, travel plans, and lifestyles.”
Ifrah continues, “What truly sets Musly apart is its focus on personal interaction and real-life events. Unlike Thursday’s party-style events, Musly organises curated, invite-only gatherings like dinners, pasta-making classes, and coffee meet-ups to encourage genuine in-person connections.”
Concierge matching
Beyond its careful vetting process and curated events, Musly offers a unique and exciting feature not commonly found in other apps: concierge matching.
In simple terms, this means a highly personalised matchmaking experience, where a dedicated dating coach assists those seeking love in finding the right match based on their individual needs, preferences, and relationship goals.
Ifrah explains that the purpose of Musly’s concierge matching service is to provide a high-touch, bespoke experience that makes the dating process smoother and more intentional, offering tailored support throughout the entire journey.
On 21 November, Musly launched this new feature where members now receive a weekly "concierge match" from Musly's dating coach, Heera Ispahani, who works closely with the Muslim community to pair members based on their profiles and select individuals they are likely to connect with.
Delving further into the matching process, Heera explains to The New Arab that her role begins with reviewing the basics — age, location, and religion — all of which are already covered by the app.
From there, Heera dives deeper into the user’s profile, analysing how they respond to the app’s carefully crafted prompts.
According to Heera, these prompts, though simple on the surface, are strategically designed to offer insight into how members perceive and present themselves, providing valuable clues about their personalities and values.
Then, Heera goes a step further by assessing whether potential matches align in terms of interests, hobbies, and deeper compatibility.
After this process, it is up to the members to decide whether to message each other and accept the match, which, in Heera’s words, will hopefully lead to the "stars aligning for a successful pairing."
By considering all of these factors in the matchmaking process, Heera adds that this level of thoughtful curation offers more than just surface-level connections; it also ensures matches are aligned with each member's core values and interests.
“This tailored approach is key to the app’s philosophy, creating a more intentional and meaningful dating experience for each user,” says Heera.
Important questions
Beyond matchmaking, Heera is also engaged in conversations with members, helping them build confidence and navigate the complexities of modern dating with clarity and authenticity.
Heera shared with The New Arab some of the questions she works through with members, including:
How can I improve my dating profile? What can I do better to attract the right matches?
How can I become more confident when messaging people for the first time?
What are some ways to start a great conversation or keep the banter going?
How do I manage anxiety around dating or meeting new people?
How do I set boundaries and expectations early on in a relationship?
How do I stay positive and avoid frustration if I’m not finding matches?
How can I convey my genuine interests and personality in my profile?
How do I handle ghosting or rejection?
Can you help me figure out what I really want in a relationship?
For Heera, these types of questions are “particularly important for members from minority cultures, such as Islamic communities, where dating is often a taboo subject.”
The future of Musly
Musly is currently in its early stages, which means there may be a few bugs as the team works to optimise the app. However, looking ahead, there is much to be excited about.
In the coming weeks, members will be able to complete a 20-question form to help the app better understand their personality and preferences.
Once the forms are submitted, Ifrah and Heera plan on using AI software to analyse the answers and summarise each profile.
For both Ifrah and Heera, this will allow them to gain a deeper understanding of each user and, for Heera, match them with the right person.
Additionally, a compatibility percentage feature will be introduced, which will show how likely members are to connect with their coach-matched matches, making the overall matchmaking process more accurate and effective.
Finally, Ifrah plans to expand the app worldwide.
As for Musly events, they have officially begun, with dinners scheduled a few times a month and coffee meet-ups every two weeks starting in January 2025.
The first Musly event in London, organised by event curator Maryam Hussain, took place on 4 December and was an exclusive dinner with only 20 guests.
For those interested in attending future events and joining the search for love, applications for membership can be made here
Zainab Mehdi is The New Arab's Associate Editor and researcher specialising in governance, development, and conflict in the Middle East and North Africa region
Follow her on X: @zaiamehdi