“We create love”, said Shanker Joyrama, Co-founder and Chief Marketing Officer, Kehmistry, as the Malaysian-based dating app launched on Google Play a few hours ago, in time for Valentine’s Day. The app also partnered with U Mobile, a local mobile telco, to run a ‘U Are My Valentine’ contest.

“Kehmistry was designed for busy, middle-class, urban professionals under 35 years of age who find it hard to find time to date. With Kehmistry on your smartphone, you don’t have to make extra time to ‘date’. You can now get the ball rolling with just a few taps on your phone,” said Bernard Lim, Co-founder and Chief Executive Officer, Kehmistry.

By downloading, installing and chatting with at least two people on Kehmistry, users stand to win up to MYR 30,000 worth of prizes, including a Samsung Galaxy Note 3, hotel stays, dining vouchers, Uber private rides and other products. However, contestants will have to send in a SMS short-code to participate. The campaign will end March 15, 2014.

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The startup also seems to care about the safety of its users. There are three ways of ensuring that the platform comes with the least amount of risk possible with meeting new people:

1. SMS verification: All users will have to verify their accounts with mobile phone numbers

2. Facebook account requires at least 50 friends: Odd. If a user does not have many friends, does that mean the person will not be able to join?

3. Yellow/red card system: Anyone can ban and report users. Once a user receives three yellow cards, they are then ‘red-carded’ and permanently banned from the system and subjected to review and moderation.

After beta testing with 150 users, Joyrama told e27, the Android app has wiped its database and will start with a clean slate. The iOS app, on the other hand, is currently being optimised and will be launched soon. He added that the partnership formed with Uber and U Mobile were built by “personal networks over the years”.