As of , an estimated 4. Some are giving up on the apps altogether and looking for simpler, more selective ways of connecting, creating a surprisingly low-tech shift toward matchmaking , setups , and even old-school personal ads. In fact, swipe culture may be keeping users off dating apps. Once , a dating app that sends users one suggested match per day, reached 7 million downloads last May. Still, swiping or not, some are giving up dating apps altogether, opting for offline dating and matchmaking services like Three Day Rule, which doubled its revenue in , and now serves 10 cities in the U.