It’s fast and casual — a far cry from many dating sites’ detailed filters for religion or hobbies. “I think that women more often than not will say that they’re looking for something casual, and there’s nothing wrong with any of that.I think deep down, though, most women don’t actually believe that,” says , summarizing the conventional wisdom.

In July, most of my single female friends weren’t playing around with online dating at all. By September, two were exclusively dating guys they’d met via the app.

They were busy with work and friends and not looking to settle down immediately, so why put the time and effort into meticulously constructing a profile, screening dozens of messages, and going on dates with guys who look nothing like their pictures? My friend Jenny refers to her boyfriend as her “ is simple: You’re served a succession of photos of people who meet your age, gender, and location criteria.

You swipe right if you want to meet someone, and swipe left if you don’t.

If you both swipe right, you can message each other.

Years after the hookup app Grindr had become fully ensconced in gay life, the online dating industry had yet to counter with a version that would .

Tinder has quickly surpassed previous efforts — like Blendr or Ok Cupid Locals — and is now the fastest-growing free dating app in the United States, facilitating more than 2 million matches per day.

Of roughly 200 million ratings per day, both men and women swipe left about 70 percent the time, and swipe right about 30 percent.

Women are using it, and in roughly the same way as men.

Pulling in data from Facebook profiles was once thought of as the third rail of dating sites, betraying the lingering shame users felt about connecting their “real life” with their online courtships.

But women the fact that with Facebook data comes social accountability.

Even though a profile picture might still be five years out of date, Facebook is ruthless about cracking down on fake accounts, and Tinder shows you if you have mutual friends, who can offer further vetting.