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Shares have been hovering around 17 to 18 after breaking out of a flat base late last month.

With an estimated 50 million or more active monthly users globally, Tinder's brand has emerged as the crown jewel in Match Group's dating empire.

"Swipe right" has taken off as a buzzword in digital marketing generally.

For Tinder mobile app users, it's all about swiping right or left on their smartphones, thereby signaling whatever interest they may have in meeting potential dating partners.

For shareholders in Tinder-owner Match Group (MTCH), it's all about how many Tinder users will pay up. Until early last year, Tinder was little more than a free mobile app, one of many dating apps that use Facebook (FB) links to verify users.

It launched the Tinder Social feature, enabling users to go on group dates.

While Match Group aims to grow Tinder's advertising revenue, what matters most near-term is converting more free users to paying ones.

A match between two users happens only if they both swipe right.

The pair can chat using Tinder's messaging service.

It garners most revenue from membership fees for website and others.

Growth has slowed for Match Group's older-age brands as Tinder goes gangbusters.

Shares managed another high mark on Monday, rising 0.4% to 17.95.