Online dating site for black people prompts outrage after asking users to pick matches based on hair colors, lip shapes and SKIN TONES such as 'almond' and 'chocolate' A controversial new dating service that invites users to choose matches based on skin tone, lips and hair has caused uproar - prompting an online campaign for it to be shut down. The website, called Smoochr, claims to be targeted at 'black singles' but only gives options for heterosexual men and women and includes filters for people to search for suitors according to their skin color. In front of a picture of a man and a woman kissing, the website, believed to be based in the US, reads: 'Discover black singles by complexion, hair style, moral views and more!' +4 Outrage: Controversial dating service Smoochr, pictured, matches people according to skin tone, lips and hair +4 Tickboxes: The controversial service includes drop down menus where users are asked to choose from options such as 'mocha', 'caramel' and 'vanilla', pictured +4 +4 Not inclusive: Smoochr, pictured left and right, invites users to 'discover black singles by complexion, hair style, moral views and more' and is only open to heterosexuals A drop-down 'complexion' menu includes the options 'mocha', 'caramel', 'vanilla', 'pecan', 'almond', 'chocolate' and 'latte'. A 'hair' section includes the options 'locks', 'weave', 'extensions', 'afro', 'short hair', 'big hair', 'clean cut'. It also included a menu dedicated to 'lips', which appears to have since been removed, including the descriptions 'soup coolers' and 'duck lips'. Twitter users have accused the site of 'colorism and homophobia' and called for it to be closed down using the hashtag 'ShutdownSmoochr'. Activist and writer Jamia Wilson wrote: 'Smoochr app is a virtual paper bag test. It promotes discrimination, colorism and homophobia. #misogynoir #shutdownsmoochr'. Campaign: Twitter users, such as Daniel Adeyanju, from New York, whose tweet is pictured, have called for the app to be closed down using the hashtag 'ShutdownSmoochr' 'Virtual paper bag test': Critics such as activist and writer Jamia Wilson, whose tweet is pictured, have accused Smoochr of promoting 'colorism and homophobia' Unnamed: Although there has been online speculation over who created the service, criticised in a tweet, pictured, nobody has publicly taken responsibility for it yet Daniel Adeyanju , from New York, said: 'Dismayed to see an app that promotes colorism and somehw makes dating even more superficial than other apps have managed to #shutdownsmoochr [sic]'. 'Black people in tech have it hard enough. We don't need this #shutdownsmoochr,' added Nia Johnson, from Washington. Another user, named only as Beamer, wrote: 'I thought Smoochr was fake, but the colorism and texture discrimination is VERY real. See for yourself.' One man, named only as Hen.D, said: 'Smoochr is another instance of what happens when capitalism and internalized racism meet each other.' Although there has been online speculation over who created the service, nobody has publicly taken responsibility for it yet. Daily Mail Online has contacted Smoochr for comment.