Badeen then streamlined the action after a trial on a bathroom mirror. The feature was established when Rad and Badeen, interested in gamification, modeled the feature on a deck of cards. Tinder's selection function, which was initially click-based, evolved into the company's swipe feature. It was then launched at several college campuses and started to expand quickly.

In September 2012, Tinder was soft-launched in the App Store. In August 2012, Cardify was abandoned, Matchbox was renamed Tinder, and co-founder Justin Mateen (marketer and later Tinder's CMO) joined the company. During the same period, Alexa Mateen (Justin's sister) and her friend, Whitney Wolfe Herd, were hired as Cardify sales reps. In May, while Cardify was going through Apple's App Store approval process, the team focused on MatchBox. 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. Rad and Munoz built the prototype for MatchBox and presented the app on February 16, 2012. During a hackathon in his first month, he presented the idea for a dating app called Matchbox. In January 2012, Rad was hired as general manager of Cardify, a credit card loyalty app launched by Hatch Labs. The company's flame-themed logo remained consistent throughout the rebranding. Realizing the name MatchBox was too similar to, Rad, his co-founders, and early employees renamed the company Tinder. The hackathon was hosted by Hatch Labs, a New York-based startup incubator with a West Hollywood outpost. Sean Rad and engineer Joe Munoz built the original prototype for Tinder, 'MatchBox', during a hackathon in February 2012. Sean Rad launched Tinder at a hackathon at the Hatch Labs incubator in West Hollywood, Los Angeles County, California, United States in 2012. As of 2021, Tinder had recorded more than 65 billion matches worldwide. In 2022, Tinder had 10.9 million subscribers and 75 million monthly active users.

Tinder uses a 'double opt-in' system, also called 'matching', where two users must like each other before they can exchange messages.

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 is an online dating and geosocial networking application launched in 2012.

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