(CNN) - Making new friends can be hard, even when you're as cute as some of these puppies.

Site founder Michael Chiang says the original business plan was to help with puppy love, connecting owners looking to breed their pets.

But eventually the team decided "just friends", was OK too.

"We realized there was a bigger need in the market to help dog owners kind of facilitate playdates online."

Matches are made by neighborhood, breed and age.Some pet owners we spoke with expressed the same "human" concerns about online matchmaking.

"I would be a little concerned, you know, because I don't know the dog. "

"It'd be great to meet some other people who have breeds similar to him."

"If there's a way for dog owners to interact and maybe set up playdates later, I could definitely see some value in that."

And Chiang says the social benefits aren't for the pups alone.

Dogs are a great icebreaker, and using a website like ours, you find new relationships, new friends, so definitely the human aspect of it is very strong.

So far the site is limited to New York, but Chiang says other cities are being eyed as the next dog-meet-dog worlds.

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