Facebook has been in the midst of a massive privacy scandal following the revelation that user data was shared with Cambridge Analytica for several weeks now. Mark Zuckerberg's massive social network took a handful of steps to alleviate concerns since then, but during its F8 conference presentation Tuesday the company revealed a brand new way to infiltrate users' lives. Later this year, Facebook will roll out an entirely optional, opt-in dating service that will live within the main Facebook app, rather than making users download a separate tool. This will allow Facebook to compete with Tinder and OkCupid owner Match Group, whose stock fell after the announcement, according to The Verge. Product chief Chris Cox gave a brief, somewhat vague overview of how the dating features will work during the F8 show.

Facebook initially focused on ads. The rationale was that at the time people were typically scrolling through their feeds with the sound off, so for advertisers to get their message across they needed text to run inside their video ads. "We looked for a problem space in the speech recognition area through which we could deliver value to users," said Reena Philip, an engineering manager for Facebook's speech infrastructure group. Joining forces with the ads team, "we collaborated closely on a prototype," she said. The feature launched in the second quarter of 2016.