PPC LAND – A 2025 Verve survey of 4K U.S. and U.K. users shows dating-app privacy behavior shifting: people are less willing to share identity data such as names, phone numbers, and emails, but more willing to share location and even health details because those improve matching. Over half of users now refuse to share any personal data at all, mainly due to breach and hacking fears after repeated security incidents. Women and younger users are the most cautious. The trend creates a problem for dating platforms, which need identity information for verification, safety, and payments, but face declining trust in how they handle it.