ISLAMABAD: Recent reports suggest that marriage apps are increasingly challenging traditional wedding customs in Pakistan. In a country where dating is viewed as inappropriate, apps that label themselves as "halal" are gaining popularity.

Typically, women known as 'Rishta aunties' serve as brokers who visit homes to propose marriage alliances. However, there is now a growing trend of Pakistanis turning to apps that promise "love matches." Some of these apps even offer a "chaperone" option, allowing parents or guardians to monitor the conversation. This feature helps parents who are uncomfortable with their son or daughter talking to strangers by allowing a relative to receive the chat messages exchanged on the app.

In Pakistan, 80% of marriages are arranged and fixed by the families of the brides and grooms. In some cases, the marriage is finalized even before the bride and groom meet. 'Rishta aunties' are typically the ones who work behind the scenes to arrange such marriages. However, marriage apps are now offering a chance for brides and grooms to talk and meet before the marriage is confirmed.

Millions of Pakistanis have registered on such marriage apps, according to the companies. Marriage apps in Pakistan are self-described as "Islamic" or "Halal". Users can blur their profile pictures for privacy. However, in Pakistan, where dating apps like Tinder are labelled as immoral, a large percentage of people still remain reluctant towards using dating apps.