Tinder's selection function, which was initially click-based, evolved into the company's swipe feature. In May 2013, Tinder ranked in the top 25 social networking sites according to app data. It was then launched at several college campuses and started to quickly expand. In September 2012, Tinder 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 engineer Joe Munoz built the prototype for MatchBox and presented the 'double opt-in' dating 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 to Tinder. The hackathon was hosted by Hatch Labs, a NY-based startup incubator with a West Hollywood outpost. The original prototype for Tinder, called 'MatchBox' was built during a hackathon in February 2012 by Sean Rad and engineer Joe Munoz. As of 2021, Tinder has recorded more than 65 billion matches worldwide.

In 2020, Tinder had 6.2 million subscribers and 75 million monthly active users. In 2015, Tinder was the fifth highest-grossing mobile app, and in 2019 it surpassed Netflix in annual spending.

By 2014, Tinder was registering about one billion daily 'swipes' and reported that users logged into the app on average 11 times a day. Sean Rad founded Tinder in 2012 at a hackathon held at the startup incubator Hatch Labs in West Hollywood. Tinder uses a 'double opt-in' system where both users must have 'swiped right' to match before they can exchange messages. Users anonymously 'swipe right' to like or 'swipe left' to dislike other users' profiles, which include their photo, a short bio, and a list of their interests. Tinder is an online dating and geosocial networking application. After matching, there's the option to communicate by text or videocall. When two users swipe right on each other there is a match. By swiping left or right, users can indicate if they want to reject or like other users.

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