Representative image (Photo credit: Lexica AI)

In Pakistan, where traditional matchmakers, or “Rishta aunties“, have long played a central role in wedding planning, a new wave of digital disruption is challenging established norms. Wedding appsspecially designed for Muslims, offer women an alternative route to finding a husband.
Ezza Nawaz, a textile designer from Lahore, shared her experience with AFP: “When I saw my colleague happy after being married to someone she met online… I thought, since we have been trying Rishta aunties for the last four or five years, let’s try that too.”

Taking on the Rishta aunties – the traditional matchmakers

Rishta aunties traditionally act as middlemen, introducing women to the families of potential suitors. However, marriage apps like Muzzle have emerged in recent years, promising “love matches” and offering features such as “chaperone” options to address family concerns.
Ezza’s experience with Muzz was positive, leading to her marriage to Waseem Akhtar within three months.
Arranged marriages continue to dominate the marriage landscape in Pakistan, with over 80% of Pakistanis opting for this tradition. Families often play a central role in decisions regarding unions, sometimes even without the bride and groom meeting first.
Rishta aunties play an instrumental role in finding suitable matches, often focusing on physical appearance and other traditional criteria. However, wedding apps like Muzz have grown in popularity, attracting over 1.2 million users in Pakistan and facilitating over 15,000 weddings.

Dating apps banned in Pakistan

These apps position themselves as “halal,” adhering to Islamic principles, offering features such as blurred profile photos and a clear focus on marriage proposals. Despite their popularity, they still face the stigma associated with casual dating apps. Pakistan has banned dating apps like Tinder and others. In October 2022, Pakistan banned Tinder, Grindr, Tagged, Skout and SayHi citing “immoral” and “indecent” content.
The concept of marriage in Pakistan is deeply ingrained in the cultural fabric, often seen as the union of two families. Choosing your own spouse can call into question traditional family structures and respect for elders.
Rishta aunties remain the cornerstone of the marriage market, offering services such as teaching young women how to walk, talk and dress to impress potential in-laws. Many traditional matchmakers, like Fauzia Aazam, still reject marriage proposals, preferring the in-person approach.
Feminist author Aisha Sarwari believes that the matchmaking process can be a tool to exert control over daughters-in-law. It highlights the need for a balanced approach that respects individuals without compromising traditional values.
Aneela, a digital media artist, faced challenges while using a marriage app, including encountering men who lied about their identity. She ultimately resorted to a fake name and profile to protect her privacy.