How a Muslim dating app made UK man’s search for a wife go viral

Mixed responses on social media to revelation Muzmatch was behind poster campaign in Muhammed Malik’s quest for love

When giant purple billboards advertising Muhammad Malik’s search to find a wife appeared in London and Birmingham in early January, the 29-year-old financial consultant became an overnight celebrity.

His quest attracted widespread coverage and messages of support on social media, which Malik said led to 5,000 responses via an accompanying website, findMALIKawife.com.

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