Tinder is an online dating and geosocial networking application launched in On Tinder, users " swipe right" to like or "swipe left" to dislike other users' profiles, which include their photos, a short bio, and some of their interests. Tinder uses a "double opt-in" system, also called "matching", where two users must like each other before they can exchange messages.
In , Tinder had Realizing the name MatchBox was too similar to Match. The company's flame-themed logo remained consistent throughout the rebranding. In January , Rad was hired as general manager of Cardify, a credit card loyalty app launched by Hatch Labs. During a hackathon in his first month, he presented the idea for a dating app called Matchbox.
Rad and Munoz built the prototype for MatchBox and presented the app on February 16, In September , Tinder was soft-launched in the App Store. It was then launched at several college campuses and started to expand quickly. 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. By October , 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. Rad returned as CEO in August In , Tinder was the most popular dating app in the United States, holding a In September , the company also initiated testing of its "Boost" functionality in Australia.
In October , Tinder announced the opening of its first office in Silicon Valley in the hope of more effectively recruiting technical employees. In November , Tinder introduced more options for gender selection. In March , Tinder launched Tinder Online, a web-optimized version of the app. In August , Tinder launched an additional subscription service, Tinder Gold, that allows subscribers to see which users "swiped back" without alerting those users. Blatt called Tinder's performance "fantastic" and said the company was driving most of Match Group's growth in late Blatt resigned from Match Group and Tinder in after allegations of sexual harassment.
