They can swipe left to pass on a person or right to express interest, a feature the Tinder dating app pioneered.
Dean said if the sites' algorithms determine he's a strong match with someone, he knows he'll have an enjoyable date, even if romantic sparks don't fly.
Match is a subscription-based service that starts at $23.99 a month if users subscribe for three months; OKCupid offers a free and premium version, which starts at $7.95 a month.
Not everyone is convinced the direct approach is destined to displace traditional online dating.
Dating consultant Steve Dean said sites such as OKCupid and remain popular because they give users control over their matches.
According to IBISWorld analyst Jeremy Edwards, major players such as IAC, EHarmony and Zoosk make it hard, "though not impossible," for new entrants to succeed in the industry.
They simply need to be innovative enough to capture significant market share. New apps that have found success, including Tinder, have been gobbled up by IAC through investments and acquisitions.
People poring over profiles to separate the cream from the creeps, messaging back and forth for weeks or months with potential partners, investing energy trying to impress only to meet in person and realize in an instant there's no personal chemistry — for many, it felt like a waste of time.
But, Peters thought, if you can tell in half a minute of meeting someone whether there's chemistry, then why not cut to the chase and just meet up?
Arranging a date will be as easy as ordering "a pizza or a cab," said Clover Chief Executive Isaac Raichyk.