Ever wonder which of your selfies is best? Tinder wants to help you figure it out, with the launch of a new feature called Smart Photos. And Smart Photos, in turn, show us just how much Tinder is a big data company, meticulously collecting information about what (and who) you like and don’t like, techcrunch informs.

Smart Photos is a single toggle in the Profile section of the app. When toggled on, Tinder continuously tests your various profile photos to determine which one is most popular, and automatically serves up that photo first in your ‘deck.’

Not only does the Smart Photos algorithm take into account overall popularity of your photos, but it also accounts for the swiping patterns of people looking at your profile.

This is where things get really interesting.

Tinder has long been quiet about what kind of information it takes into account about its users. There is the obvious stuff, like gender, age, location, bio information, and if you hook up your Instagram then that’s even more data. But Tinder has never outright said that paying attention to what each individual user is swiping right and left on within an image.

In fact, the company has always said that the most ‘successful’ photos are the ones where you’re “being yourself.”

In testing, Tinder found that folks with Smart Photos toggled on saw up to 12 percent increase in matches. But the implications go well beyond more matches on Tinder.

It’ll likely be a long while before Tinder is actively using its troves of data — about who you like, and if you’re in the majority, and all your deal-breakers — to help marketers and advertisers better sell to you. But Smart Photos tells us a lot about what kind of data Tinder is collecting about its users.