Beyond Safety: Age Assurance As A Trust-Building Investment For Online Platforms

Social media's age assurance has emerged as one of the most debated topics in trust and safety. In this guest commentary, Sacha Lazimi of Yubo shares tips for setting new standards in social media and future-proofing your platform.

Apr 8, 2025 - 12:15

Beyond Safety: Age Assurance As A Trust-Building Investment For Online Platforms

Age assurance has emerged as one of the most debated topics in trust and safety since the term entered the digital lexicon. Recent legislative actions, from Florida’s restrictive ban on minors’ social media use to new regulations in the U.K. and Australia, have intensified the conversation.

At Yubo, age assurance has been a foundational pillar of our social platform since 2019. Two years ago, we became the first major social platform to age-verify 100% of our users, setting a new standard in the industry.

Sacha Lazimi of Yubo

As our Gen Z user base has aged into early adulthood, the benefits of age assurance have only expanded. Today, more than 70% of people using Yubo are between 18 and 25 years old, demonstrating how age verification has helped our platform adapt to users’ changing needs.

We’ve discovered that age assurance isn’t just about mitigating safety risks — it’s a powerful tool for building trust among users, a critical second-order effect of what’s typically categorized primarily as a safety measure.

The results have been transformative. In a recent poll of more than 10,000 users, 79% reported feeling safer on Yubo compared to other platforms due to our verification requirements. More than 60% said age verification positively impacted their overall experience, while 53% indicated increased trust that they’re interacting with real people.

Setting new standards through innovation

Yubo is pioneering social discovery — enabling users to connect with peers worldwide based on shared interests rather than performance metrics such as likes or followers. From day one, we recognized that growth and safety must work in tandem.

Our multilayered trust and safety system combines cutting-edge technology with human oversight. At its core is our age assurance protocol, implemented platform-wide in 2022 through our partnership with Yoti, a leading digital ID provider.

The process is straightforward yet effective: Users provide their birthdate and take a “live selfie” in-app. Yoti’s facial age estimation technology compares this to the birthdate entered, generating results within seconds. About 87% of users successfully verify on their first attempt, with alternative verification paths available for the remainder.

The competitive advantage of trust

For social startups competing with established platforms, safety innovation provides meaningful differentiation. Age verification in particular delivers a dual benefit: it reduces risk while creating demonstrable value for users.

Among Yubo users active since 2022, nearly half report seeing fewer bots — addressing a pain point plaguing many platforms. By preventing ineligible or fraudulent accounts from joining, verification reduces downstream moderation costs and improves interaction quality.

Future-proofing your platform

The regulatory landscape around online safety will only become more complex. Startups that build robust trust and safety infrastructure from the beginning gain significant advantages over those forced to retrofit solutions under regulatory pressure.

Our experience shows that age assurance enhances digital interactions across all demographics by encouraging authentic engagement. As a result, our user base has naturally matured with us; today, more than 70% of Yubo users are between 18 and 25 years old, demonstrating our ability to retain users as they age.

The bottom line for startups

For startup founders, the message is clear: Investing in age assurance is no longer optional — it’s a strategic necessity. Platforms that prioritize user safety through proactive innovation build stronger communities, enhance user experience, reduce operational risks and stay ahead of regulatory developments.

If your company is considering this journey, consider the following:

Layer your approach: Combine automated systems with human expertise for maximum effectiveness;
Stay ahead of regulatory developments: Drive industry best practices and position your platform as a leader in safety standards through collaboration;
Measure trust as a growth metric: Safety measures like age assurance build brand loyalty and retention; and
Iterate continuously: Regularly refine your systems to stay ahead of emerging challenges.

For investors evaluating social platforms, robust trust and safety infrastructure should be a key consideration. Companies that lead in safety innovation demonstrate foresight, responsible leadership, and sustainable growth potential.

In a digital landscape where trust is currency, safety innovation represents one of the smartest investments any social platform can make. The question isn’t whether you can afford to implement age assurance — it’s whether you can afford not to.

Sacha Lazimi is the co-founder and CEO of Yubo, a live social discovery app launched in 2015. Founded in France and present in over 140 countries, Yubo has made the safety of its 80 million registered users a priority, making the platform a leader in online safety. As CEO of Yubo, Lazimi brings innovative vision to the business and strives to cultivate a culture of creativity across the Yubo team. Lazimi previously co-founded social apps Twelve and Saloon, which were foundational to Yubo’s social discovery model. He is a graduate of CentraleSupélec and Paris Dauphine University.

Illustration: Dom Guzman