An innovative new dating app called Cove is launching this month in Phoenix, giving users a new take on online dating and the opportunity to develop chemistry through guided progressively deeper conversation.

Founded by Charles Messow, Cove’s name is derived from the combination of the words “COnversation” and “loVE” and is based on a progressive level system that must be completed by users within seven days. Once users match with each other, they begin messaging via text, which progresses to audio messages and eventually to video messages, all within the app and without sharing personal information. The intent is for users to get to know each other on a deeper level more quickly, maintain safety, avoid wasting time with idle conversation and avert the possibility of being catfished.

“Phoenix was the top choice for our launch as data suggests higher levels of dissatisfaction with online dating here, particularly with women, relative to other markets we considered,” said Messow. “We believe there is a large segment of the population who are starving for something more meaningful in online dating. Cove caters to an audience looking for more than a random hook-up with someone they meet online.”

In addition to the enhanced vetting and security not found on other dating apps, Cove features compatibility quiz games embedded in the chat thread at the beginning of each level that provide insight into people’s way of thinking on a wide range of general topics. Users earn points based on compatibility with their matches and for general app activity, which are redeemable for things like a Starbucks beverage, Uber ride or even a donation to charity directly through the app. 

Cove has selected Almost There Foster Care, a local animal rescue that specializes in saving the lives of large breed dogs and their puppies, as its designated Phoenix beneficiary. App users who join using the promo code “ATFC” will earn bonus points for the nonprofit that can be redeemed for a donation to the organization. This unique, in-app feature allows users to fall in love and save a puppy in the process.

Cove has been in private beta testing since late 2018 and opened to the public in January. Cove is hosting an official launch party this Saturday at Wrigley Mansion to benefit Almost There Foster Care. The event will include a puppy photo op, live music, food, drinks and swag. A limited number of free tickets are available for people who download the app using the code “ATFCPUPS.” Visit for more information.