Tinder users hoping to find love online can now give away their actual heart - not just metaphorically - to those in desperate need of it.
Tinder is working with the NHS to promote organ donation among young people, the app's prime audience.
The profiles of three celebrities will appear on the app - Jamie Laing from Made in Chelsea, Olympic gold medallist Jade Jones and Emmerdale actress Gemma Oaten.
When users swipe right to match with them, they receive a message: “If only it was that easy for those in need of a life saving organ to find a match”. They are then encouraged to sign up to the NHS organ donor register.
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"Tinder users regularly make the decision to swipe left or right wondering whether someone may be the person they are looking for," said Tinder's head of communications in Europe.
"While those swiping decisions are important and could be the first step to a successful relationship, we hope that the NHS profiles featuring Jamie, Jade and Gemma will encourage people to make and act upon a different decision too - to sign up as an organ donor.”
A third of people in the UK are signed up for organ donation while around 7,000 are on the waiting list to receive an organ.