Hey everyone,
We recently submitted our new dating app, Rove Dating, and it’s been rejected under Guideline 4.3(b) — “Design: Spam.” I’d really appreciate your insights, especially from anyone who’s faced something similar or has experience getting nuanced apps approved in a saturated category.
Before building Rove, we spoke to dozens of users of existing dating platforms. We consistently heard the same thing: people are deeply dissatisfied with current apps. They’re overwhelmed, burned out by swiping, and frustrated by endless choices and low-quality interactions. It became clear that the problem isn’t that there are “too many” dating apps — it’s that most aren’t adapting to how people actually want to date in 2025.
We designed Rove to address those pain points head-on, with a totally different approach to matching, message limits, and emotional safety. We believe our app meaningfully improves the dating experience — but we’re having trouble getting that across in the review process.
Below is the explanation we’ve been submitting, which we feel strongly communicates how Rove is different. If anyone has tips, feedback, or even just a second set of eyes on how we’re presenting this, I’d be grateful!
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Response to Guideline 4.3(b) – Design – Spam
We respectfully disagree with the assessment that Rove Dating duplicates existing apps. Rove is not a clone of existing dating apps — it introduces original interaction mechanics and novel safety features designed to address the growing frustration users feel toward current dating platforms.
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What Makes Rove Dating Unique
Rove Dating is a highly curated experience that intentionally limits user engagement to foster more meaningful, emotionally safe interactions:
Key Differentiators:
• No Swiping or Infinite Browsing: Users see a small, rotating selection instead of endless feeds.
• Limited Conversations: Each user can have only 3 active conversations at a time.
• “Shoot Your Shot” Mechanism:
• Men can initiate contact with a limited set of women.
• If a woman declines, the man can try with someone else — if not, he must wait.
• Women can only receive inbound messages, helping prevent message fatigue.
This constraint-based system:
• Reduces inbox overload (especially for women).
• Encourages higher-quality, intentional messages.
• Mimics real-life social dynamics — where opportunities are limited and meaningful.
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Innovative Safety System: MPAA-Style Behavior Ratings
Rove also introduces a first-of-its-kind safety feature inspired by the MPAA film rating system:
• Male users are assigned a community-informed behavioral safety rating (e.g., G, PG, R) based on in-app messaging analysis.
• Women can quickly assess a match’s tone, trustworthiness, and vibe before engaging.
• This system encourages respectful behavior and promotes a safer, more transparent dating environment.
This type of behavioral transparency does not exist in any other dating app currently on the App Store.
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Conclusion
Rove is not another swipe-based clone. It is a thoughtfully reimagined dating platform built around scarcity, respect, and intentionality. Its mechanics — from conversation caps to safety scores — are fundamentally different from other offerings in the App Store’s dating category.
We hope you’ll reconsider Rove on the merits of its original features, purpose-driven design, and unique safety innovations.
