Comparison
Auntie Imani vs. Salams (formerly Minder)
Salams quietly sold to Match Group, the parent of Tinder. The Muslim community found out two years later.
Salams started as Minder in 2015, founded by Haroon Mokhtarzada and Adeel Raza. The product positioned itself as 'Tinder for Muslims with halal filters' and earned a real following in North America. In late 2023, the company quietly sold to Match Group, the same conglomerate that owns Tinder, Hinge, OkCupid, and PlentyOfFish. The acquisition was not announced publicly. It only became known in April 2025, when Match Group's quarterly earnings report disclosed the deal. The Muslim community's response was immediate: petitions, op-eds, boycott calls, articles on MuslimMatters and other community publications.
If you used Salams between late 2023 and April 2025, your data was being held by Match Group the entire time without your knowledge. That's not Salams' founders being bad people, selling a company is a normal outcome, but the timing and the silence are reasonable cause for pause when you're choosing where to look for a spouse.
What each side gets right
Salams (formerly Minder)
- • Smart religious filters: madhab, prayer frequency, hijab, family involvement.
- • Strong North American user base.
- • Familiar swipe UX done in a halal-aware register.
- • Familiar UX for users coming from mainstream dating apps.
Auntie Imani
- • Independent and Muslim-owned. Not for sale to Match Group.
- • No swipe. Auntie introduces you to a human, in conversation.
- • Sister-sees-first delivery is structural, not optional.
- • ID verification + readiness assessment before the pool.
- • Voice notes from Auntie, on Telegram, like family.
Where the model differs
Painting halal-aware filters on a swipe app doesn't change what the swipe does to your dopamine. Sisters on Salams still receive likes from anyone. Brothers still scroll. Matchmaking work still gets pushed onto the user instead of done by the system. The ownership question, that the company quietly went to Match Group and didn't tell users for 18 months, is a separate, sharper concern.
Side by side
| Topic | Salams (formerly Minder) | Auntie Imani |
|---|---|---|
| Mechanic | Swipe | Curated AI introduction |
| Ownership | Match Group (Tinder, Hinge, OkCupid) | Independent. Muslim-owned. |
| Disclosure of acquisition | Held privately for 18 months | Not applicable |
| Match quality | Photos + bio | Character + readiness |
| Vetting | Self-reported | Mandatory ID + readiness |
| Women's experience | Receive likes from anyone | Choose first, every time |
| Pace | Endless scroll | 1 to 8 introductions a month |
Pick Salams (formerly Minder) if
Muslims who don't mind that Salams is owned by Match Group, the parent company of Tinder.
Pick Auntie Imani if
Muslims who'd rather their matchmaker be independently Muslim-owned and not a side bet inside the Tinder portfolio. Structurally, the company recommending your spouse should not also profit from the opposite of marriage.
The bottom line
Salams sold to Match Group and didn't tell its members for eighteen months. That is reason enough for many marriage-minded Muslims to leave. The structural problems with the swipe model are the second reason. Auntie Imani is independently Muslim-owned, has no swipe, and isn't for sale.
Verdict
If your Muslim matchmaker is owned by Tinder's parent company and they didn't tell you, that's worth a second thought. Auntie isn't owned by anyone except the people who built her.
Frequently asked
Is Salams owned by Tinder?
Salams is owned by Match Group, the parent company of Tinder, Hinge, OkCupid, PlentyOfFish, and dozens of other dating apps. Match Group acquired Salams in late 2023; the acquisition was not made public until April 2025.
Should I delete Salams?
That's a personal call. Some users have, citing the Match Group ownership and the 18-month silence around it. Others have stayed. If the ownership matters to you, alternatives exist. Auntie Imani is independently Muslim-owned and not for sale.
What's a Muslim-owned alternative to Salams?
Auntie Imani is independently Muslim-owned, runs the qualifier on Telegram instead of in a native app, enforces a sister-first delivery rule, and has no parent company that could be acquired by Match Group.
Ready to be introduced?
Auntie messages you on Telegram. Twelve honest questions. About ten minutes. No multiple choice, no form.
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