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Tinder has a new feature that reveals they know a lot more about their users than they let on. The new algorithm is turned on by a toggle switch called ‘Smart Photos‘. It then begins testing photos, alternating through them, to see which one gets the best results. In testing this has ended with up to 12% more matches. But here is where it gets really interesting: If the profile picture that gets the best results is of a person wearing glasses, but a user looking through profiles usually swipes left on people in glasses, it will show them the most popular photo of that person without the glasses on.

This is a bit of a breakthrough for people wondering exactly how much data the dating app calculates on its users. Tinder has been notoriously quiet about what data it collects, and while it’s assumed they take the usual statistics into account, they have never revealed they watch and dissect what each user swipes right or left on. This new feature proves they do in fact have algorithms on every single action every one of their users makes.

So what exactly can the data Tinder is gathering be used for, beyond helping everyone find out which profile picture gets the most suitors excited? One of the easiest channels to exploit is advertising, and knowing what a target market likes and dislikes is pretty attractive to anyone wanting to spend money on the platform. Who know what other data they are collecting and what it could be used for in the future, but all signs point to it going far beyond finding the best match for your next hook-up.