Tinder operates a platform for online dating and geosocial networking accessible via Web site and mobile app. It was launched in 2012 and is owned by Match Group. It is available in 190 countries and 60 languages. It has a minimum age requirement of 18. Tinder uses a freemium model; the platform is free, but users must pay for additional functions and features. In 2025, the platform had 75 million monthly active users, including 9 million paying users, and generated $1.862 billion in revenue and $832 million in operating income. Along with Bumble and Hinge, Tinder is one of the most popular dating apps worldwide. To use the service, Tinder users create a profile with photos, a short biography, and list of interests and then "swipe right" to "like" or "swipe left" to "dislike" other users' profiles. The platform uses a "double opt-in" system, also called "matching", where two users must "like" each other before they can exchange messages; the selections a user makes are not known to other users, unless two users swipe right on each other's profiles.
History
2012: Prototype and launch In January 2012, Sean Rad was hired as general manager of Cardify, a credit card loyalty app launched by Hatch Labs, a startup incubator owned by IAC in West Hollywood, California. During a hackathon in his first month, he presented the idea for a dating app called Matchbox. Rad and engineer Joe Munoz built the prototype for MatchBox and presented the app on February 16, 2012. The app was owned as a joint venture between its founders and IAC subsidiary Match Group. Since the name MatchBox was too similar to Match.com, the app was renamed as Tinder. The company's flame-themed logo remained consistent throughout the rebranding. In March, co-founder Jonathan Badeen (front-end operator and later Tinder's CSO), and Chris Gulczynski (designer and later Tinder's CCO) joined Cardify. In May 2012, while Cardify was going through Apple's App Store approval process, the team focused on MatchBox. During the same period, Alexa Mateen (Justin's sister) and her friend Whitney Wolfe Herd were hired as Cardify sales reps. In August 2012, Cardify was abandoned, Matchbox was renamed Tinder, and co-founder Justin Mateen (marketer and later Tinder's CMO) joined the company. Tinder has been credited with popularizing the swipe feature many companies now use. Tinder's selection function, which was initially click-based, evolved into the company's swipe feature. The feature was established when Rad and Badeen, interested in gamification, modeled the feature on a deck of cards. Badeen then streamlined the action after a trial on a bathroom mirror. In September 2012, Tinder was soft-launched in the App Store. In July 2013, it was launched for Android. In 2013, Tinder won the "Best New Startup of 2013" award by TechCrunch.
2013-2016 In October 2013, security researchers found and reported a flaw which allowed users' locations to be exposed; according to them, Tinder did not respond until December. According to a Tinder spokesperson, "the issue was resolved 'within 48 hours'". In March 2014, Tinder launched verified profiles for public figures, so that celebrities and other public figures can verify their identities. In August 2014, "The Barn" internship program of Bartle Bogle Hegarty (BBH) used Tinder profiles to promote its NYC Puppy Rescue Project. By October 2014, Tinder users completed over one billion swipes per day, producing about 12 million matches per day. By then, Tinder's average user generally spent about 90 minutes a day on the app. An article in The New York Times attributed the wide use of Tinder not to what Tinder was doing right but to flaws in the models of earlier dating software, which relied on mathematical algorithms to select potential partners. Relationship experts said that users used the photos that come in succession on the app to derive cues as to social status, confidence levels, and personal interests. Rad served as Tinder's CEO until March 2015, when he was replaced by former eBay and Microsoft executive Chris Payne. Rad returned as CEO in August 2015. Tinder launched its subscription version, Tinder Plus, in March 2015, with the functionality enabling limitless matches, whereas the free Tinder app restricts the number of right swipes in a 12-hour period. In 2015, Tinder released its "Rewind" function and its "Super Like" function and retired its Tinder "Moments" and "Last Active" feature. In January 2015, Tinder acquired Chill, the developer of Tappy, a mobile messenger that uses "images and ephemerality". In April 2015, Tinder revealed its first sponsored ad promoting Budweiser's next #Whatever, USA campaign. In November 2015, Tinder added optional work and education information to user profiles. In April 2016, Tinder was the most popular dating app in the United States, holding a 25.6% market share of monthly users. In August 2016, two engineers found a flaw that showed all users' matches' exact locations. The location was updated every time a user logged into the app, even for blocked matches. The issue was detected in March 2016 and fixed in August 2016. In October 2016, the company also launched its "Boost" functionality in Australia. In October 2016, Tinder announced the opening of its first office in Silicon Valley with the goal of more effectively recruiting technical employees. In November 2016, Tinder introduced more options for gender selection. In December 2016, Blatt became interim CEO of Tinder, replacing Sean Rad, who became chairman.
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