Asian marriage website, Shaadi.com, has removed a skin tone filter after their users petitioned about it's racial features.
Hetal Lakhani from Dallas, USA, started an online petition against the option, which led to the company removing it, reports BBC.
She started it after speaking to another user, who questioned the filter in light of anti-racism protests.
Shaadi.com says the filter "was not serving any purpose" and was a "product debris we missed removing".
When users joined the site they were asked to select how dark or light their skin is under the 'skin tone' option.
Users could search for potential partners by the skin tone they'd selected, but Shaadi.com claims this filter didn't work and searches would show all matches of all skin tones.
The website is unique to other dating sites because it replaces south Asian tradition of a matchmaker and helps people intending to get married find a spouse.
Meghan Nagpal was using the website to find a potential life partner who would also be of Indian origin.
"I emailed them (shaadi.com) and one representative said this is a filter required by most parents," she tells BBC Asian Network.
She discussed the complexion filter on a Facebook group, where Hetal is also a member.
'I was really shocked'
"When Meghan shared this on our group I was really shocked because a company usually has a social responsibility," says Hetal.
"I wanted to tackle this in a way that could make a difference so I started a petition.
"And it just took off like wildfire. Within 14 hours we had over 1,500 signatures. People were so glad we were raising the issue."
Meghan and Hetal say Shaadi.com then responded to them on Twitter claiming it was a "blindspot" they had missed on their site and the filter was removed overnight.
"It's just one small step in an ultimate goal of promoting equality within the south Asian community on a global level," said Meghan.
Hetal added: "I have my bachelors, I have my masters. But if a skin tone can take that away from me - that would be the worst."