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In 2015, the service's name changed from the original "Cheek'd" to "Cheekd". It was redesigned to relieve the awkwardness of approaching strangers. The new Cheekd app uses Bluetooth technology to send alerts to users whenever a compatible Cheekd user is within a 30-foot radius, instead of using business cards.<ref name="observer">{{cite web|last1=Taylor|first1=Jordyn|title=After Brutal ‘Shark Tank’ Rejection, Tech CEO Reinvents Her Dating Business|url=http://observer.com/2015/02/after-brutal-shark-tank-rejection-tech-ceo-reinvents-her-dating-business/|website=Observer|accessdate=22 May 2018|date=25 February 2015}}</ref>
==Patent
The original business card-based model for Cheekd had been claimed as a patented process by Lori Cheek, as [[US Patent 8543465]]. It was described as “Online Dating in Reverse”. In September 2017, a complaint was filed, alleging that the idea was not original to Lori Cheek.<ref>{{cite web|last1=Crouch|first1=Dennis|title=Reversing the Patent on Reverse Online Dating|url=https://patentlyo.com/patent/2017/09/reversing-patent-reverse.html|website=Patently-O|accessdate=22 May 2018|date=29 September 2017}}</ref> Cheek responded, stating that the complaint is baseless, and a complete fabrication.<ref>{{cite web|last1=Crouch|first1=Dennis|title=Cheek Responds: The Whole Story|url=https://patentlyo.com/patent/2017/10/cheek-responds-whole.html|website=Patently-O|accessdate=22 May 2018|date=4 October 2017}}</ref> The lawsuit ''Pirri v. Cheek'' is currently being investigated in federal court.
==References==
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