I still have to put in the work. Twice as much, when communication is at first limited via text/phone/face time. You're absolutely right, there are 100s of other dudes messaging the same women. My method is as follows: message with something either really witty and clever, or to just be up-front and honest and initiate a conversation base on their profile/similar interests. I've talked with so many women, after the fact, asking how other guys approach online. Typically, the lady will pull out her phone and show me the messages they get. It's all "sup?" or "i want to eat ur ass," with very little in-between. I give a real-life approach in an online dating scenario, and it pays off, most of the time.