60% of Smartphone Users 'Resist Revealing Face Photos,' Changing Norms of Online Self-Disclosure

## Background of Development: The Quietly Advancing Social Change of 'Face Photo Avoidance'

With the widespread adoption of smartphones and the normalization of SNS, opportunities for personal face photos to circulate online have dramatically increased. On the other hand, concerns about risks such as unauthorized use, leakage, and impersonation of face photos have been rising year by year.

A survey conducted by Yoitoki within its app in February 2026 (N=600, nationwide males and females aged 18-39) revealed the following realities:

* 61% responded that they "feel resistance to publishing face photos on SNS or apps."
* 49% responded that their "resistance to showing their face has increased over the past 5 years."
* 68% responded that they have "worried about face photo leakage or unauthorized use."
* 33% responded that they have "hesitated to register for a matching app due to privacy concerns."

This data indicates that the premise of online communication, where showing one's face has been taken for granted, is not necessarily shared in the modern era. Particularly in the realm of matching apps, face photo disclosure has historically functioned as a de facto registration requirement, creating a structural contradiction with the rising awareness of privacy.

## The Deepening 'Face Photo Problem' in the Marriage and Dating Market

The domestic online dating and marriage matching service market has continued to expand rapidly since the COVID-19 pandemic. According to a survey conducted by Tapple Inc. and Digital Infact Inc. ('2021 Online Dating & Marriage Matching Service Domestic Market Survey'), the market size reached 76.8 billion yen in 2021, and encounters through matching apps have become socially established as one of the primary means for marriage and dating in modern times.

However, on the other hand, "psychological resistance to face photo disclosure" has surfaced as a unique challenge faced by users seeking marriage and dating. In the same survey, among respondents who had considered registering for a matching app, 33% stated they had "hesitated to register due to privacy concerns." A combination of factors, including the risk of exposure to workplaces or existing social circles (so-called 'mi-bare' or being recognized), the risk of unauthorized screenshots and misuse of photos, and a sense of discomfort with being evaluated solely on appearance, restricts users' behavior.

This situation is increasingly being recognized as a market challenge of "missing out on potential users" who are eager to meet someone but are hesitant to disclose their face photos.

## "Building Trust Before Meeting" - Designing New Encounters in Marriage and Dating

Traditional matching apps typically follow a design where users first screen potential partners based on appearance (face photos), followed by message exchanges and value alignment. However, this structure imposes a dilemma on users, forcing them to choose between excessive reliance on appearance and concerns about photo disclosure risks.

The 'AI Mask feature' implemented by Yoitoki is based on a design that intentionally reverses this order. Communication begins with appearance information temporarily protected, and then progresses to the disclosure of the user's own face based on their will, once a certain level of mutual understanding and trust has been formed. This process creates an environment where compatibility and shared values, which are important in marriage and dating, can be confirmed before appearance, and is expected to contribute to more sincere encounters.

This aligns with the latent needs of the marriage and dating demographic who want to judge a person by their personality and values before their appearance. This feature can be seen as a solution to the previously unresolved challenge of balancing privacy protection with the pursuit of serious relationships.

## Overview and Features of the New 'AI Mask Feature'

To address the aforementioned social challenges, Yoitoki has developed and implemented the 'AI Mask feature,' which combines AI-based automatic masking with consent-based gradual information disclosure. This feature consists of the following three-step flow:

Step 1 — AI Automatic Masking: When a user uploads a profile photo, selecting 'AI Mask' automatically detects the facial area and applies a mask. The processing is completed simultaneously with the upload, requiring no additional operations.

Step 2 — Anonymous Interaction in Masked State: In the initial stage, only the masked photo is displayed to other users. This allows communication to begin while minimizing the risk of unintended exposure to acquaintances, colleagues, or work-related contacts.

Step 3 — Consent-Based Real Face Disclosure: Only to individuals whom the user actively expresses interest in, such as by sending them a 'like,' the pre-masked photo (real face) is disclosed. The decision to disclose is always left to the user, and the design ensures no unilateral information disclosure occurs.

The survey indicated that 76% of respondents would use a feature that allows them to show their face only to consented partners, confirming the broad latent demand for this function.

## Expected Effects and Future Prospects

The trend of "face photo avoidance" is not limited to matching apps but is a common observation across all forms of digital self-disclosure, including SNS, business profiles, and video conferences. Yoitoki's 'AI Mask feature' can be positioned as one technical answer to this evolving landscape.

The company plans to further develop a platform with a "privacy-first design" that allows users to finely control the scope of their information disclosure, starting with the AI Mask feature.

By creating an environment where sincere encounters are possible without necessarily showing one's face, the company aims to contribute to the formation of new communication norms in the marriage and dating market.

### Survey Overview

**Theme:** Anxiety and privacy consciousness regarding profile photo disclosure in matching app usage among women

**Survey Region:** Nationwide

**Survey Target:** Unmarried women aged 20-34

**Survey Method:** In-house survey using an online survey panel operated by Yoitoki

**Sample Size:** 600

**Survey Period:** 2026

**Note:** This survey was independently conducted by Yoitoki and is not data from an external organization.

*Percentages in this release are rounded, so the total may not equal 100%.

### About Yoitoki

Yoitoki, with core values of "truly meet" and "sincere encounters," is a new type of dating and marriage service that continuously evolves with AI-driven compatibility analysis.

Rather than simply increasing the "number of encounters," it focuses on the "quality of encounters" and provides a safe and secure communication experience.

The newly introduced AI Mask feature allows women to hide their faces when uploading photos and only reveal their real faces to partners they actively express interest in. This lowers psychological barriers while enabling safe and secure relationship enjoyment.

Furthermore, to enhance user safety and satisfaction, the following features are also robust:

* Concierge-based date support
* Advanced privacy control
* Enhanced security design

Designed not to "meet many people," but to "confidently meet the best one."

With its unique design, including the AI Mask feature, Yoitoki supports privacy, safety, and trust in modern romance and encounters.

### Service Outline

**Service Name:** Yoitoki (ヨイトキ)

**Launch:** 2024

**Experience it on our official site:** [https://yoitoki.jp/](https://yoitoki.jp/)

**Supported Languages:** Japanese / English / Korean / Traditional Chinese / Simplified Chinese / Vietnamese

**Official SNS**

**Official Website:** [https://yoitoki.jp/ja](https://yoitoki.jp/ja)

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Keywords: ヨイトキ, yoitoki, matching app, AI, privacy, AI app