I met my now-wife through online dating, and used online dating over a year. I'll share my experience before my theory.
I never used matches. I assume this is some variation on the "like" or "swipe-right" system. Women get bombarded with these. Conversely, women don't a high ratio of high quality messages.
I maybe looked at the compatibility score if it's there (e.g. OKCupid), read through the profiles, and if there was enough to grab my interest I'd write a message that at least makes some reference to what's mentioned in their profile. I got a response 8-9/10 times. Personally I think I look average enough and don't have amazing conversation skills, I just put in the work to send thoughtful messages.
As to why the match system doesn't work, the sheer amount of noise in online dating (and over-representation of men, I think) is such that these "match" systems amount to glancing through a ton of pictures and picking the best-looking ones. Particularly since profiles are best fairly compact, and don't tell you a ton about a person at the onset. You're a complete stranger to women on these platforms, with 0 trust value to your name, and so actually having a meaningful interaction is a great way to expedite that trust. You won't get there with "hey babe", "nice pic", "nice outfit", "nice smile". I mean, maybe you can if you're one of the fortunate few to cut through the noise and get someone's interest on the strength of your "playboy" looking mug. But most likely, it's a weak approach.
EDIT: worth taking a good picture of yourself. Get a second opinion on it.