There is no official rulebook, but there is a set of unwritten rules almost every woman on the apps is quietly holding you to. Answer in a reasonable time. Keep it short and about her. Ask her out. Never push. And when you are finished, say so rather than vanishing.
Reply within a day, not within a minute
The two errors here sit at opposite ends and men worry about the wrong one.
Waiting on purpose to look less keen is a strategy for a problem that does not exist. She is not sitting there wondering about you. She is answering three other people, and by Thursday she will not remember which card you were. A day is fine. Three days is usually a conversation that never happened.
The other end matters less than men fear. Answering fast is not desperate in the first hours after you connect, when speed mostly reads as interest. It only starts to look heavy once the back and forth is established and you are writing four times for every once she does. Roughly match her pace after the first day and you will never think about this again.
Keep early messages short and about her
The length rule is unglamorous and it is the one men break most. Two or three lines. A question she can answer on a train.
Paragraphs feel thoughtful to write and read as work. She has to match your effort or feel rude, and matching it costs her ten minutes she did not plan to spend, so she leaves it for later and later never arrives.
Content matters more than length, though. Something specific from what she wrote, reacted to like a person rather than interviewed. "You lived in Lisbon, what took you there" beats "how is your week going" every single time, because one of them can only be sent to her and the other could be sent to anybody.
Etiquette while you are still swiping
Two rules cover almost all of it, and both are about not wasting somebody's afternoon.
Swiping on people you would not actually meet is the first. Doing it out of boredom, or to see what happens, puts you in somebody's inbox under false pretences and costs her a real answer. The second is opening a conversation you have no intention of continuing. If you liked the card, write something. If you write nothing for four days, you have taken up a slot and given nothing back.
There is no obligation to explain a pass. Not liking someone is not rude, and nobody is owed a reason. The rudeness starts when you engage and then behave as if you did not.
How many matches to keep going at once
Everyone is talking to several people. That is the format, she knows it, and nobody needs to pretend otherwise.
The etiquette question is how many you can actually keep straight. Three or four live conversations is a number where each person gets real attention. Twelve is a number where you mix up her sister's name and ask the same question twice, and she notices immediately.
You are also not required to announce that you are seeing other people, and doing it unprompted early reads as a strange sort of boast. If she asks, answer honestly and briefly.
Ask her out before the texting becomes the point
Here is the rule most men get wrong while believing they are being polite.
Long, pleasant, ongoing chat with no plan in it is not respectful. It burns her interest at exactly the speed it builds. After a handful of good exchanges, name something concrete: a place, a day, a rough time. "Are you around for a drink on Thursday, there is a good bar near the park" does the whole job.
If she says she is busy but suggests nothing back, that is usually an answer, and the right response is to leave it rather than to ask again next week. If she offers another day, you had a yes.
Never push for her number, her socials, or her photos
Everything in this category comes down to one idea: she gets to decide when she is comfortable, and pressing resets her to the start.
Asking once for a number when you are arranging something real is normal. Asking again after she said she would rather keep it on the app is not. Asking for more photographs of her, asking her to video call before she is ready, or hunting for her last name so you can look her up all read the same way, and none of them end well.
The same rule covers anything sexual. Sending it unasked, or steering there in the first exchange, gets you unmatched by the women who would have said yes to a drink.
Unmatching is fine, disappearing after a date is not
The final rule is about endings, and it is the one that actually makes you different from the rest of her queue.
Unmatching somebody you have exchanged two lines with needs no ceremony. Nobody is hurt and nobody expects a note. But once you have met, or once real plans exist, ghosting is a small cruelty that costs you nothing to avoid.
One line does it. "I enjoyed meeting you, I do not think we are a match, all the best." Send it and close it. She will think better of you than she does of the four men who simply stopped writing, and you will stop carrying around a list of conversations you never finished.
Written by Matthew Stevens, Co-Founder & Head Coach. More than half a decade coaching men across the US and worldwide.
Everything here comes out of real coaching work: the approaches, dates, texts and profiles we go through with the men we coach.