This paper investigates a basic question in reinforcement learning from human feedback (RLHF) from a theoretical perspective: how to efficiently explore in an online manner under preference feedback and general function approximation. We take the initial step towards a theoretical understanding of this problem by proposing a novel algorithm, Exploratory Preference Optimization (XPO). This algorithm is elegantly simple---requiring only a one-line modification to (online) Direct Preference Optimization (DPO; Rafailov et al., 2023)---yet provides the strongest known provable guarantees. XPO augments the DPO objective with a novel and principled exploration bonus, enabling the algorithm to strategically explore beyond the support of the initial model and preference feedback data. We prove that XPO is provably sample-efficient and converges to a near-optimal policy under natural exploration conditions, regardless of the initial model's coverage. Our analysis builds on the observation that DPO implicitly performs a form of Bellman error minimization. It synthesizes previously disparate techniques from language modeling and theoretical reinforcement learning in a serendipitous fashion through the lens of KL-regularized Markov decision processes.