3 weeks ago
Bumble drops women-first messaging rule to boost engagement
Bumble is a dating app where grown-ups meet new people.
For a long time, Bumble had a special rule: when a man and a woman matched, only the woman could send the first message.
Now Bumble is changing that rule so either person can start the conversation.
The app is also giving people three days to reply to a match instead of just one day.
Bumble tried these changes in Canada first, where more conversations started and fewer chats expired.
In a survey, 66% of women said they actually prefer when men make the first move.
Bumble is making these changes because fewer people have been paying for the app and it made less money this year than last.
The company is also thinking about removing swiping and adding artificial intelligence tools to make dating more fun.
Bumble's founder and CEO says the goal is to help people make real, meaningful connections with less pressure and more flexibility.
Bumble now allows either person in a match to send the first message, ending the women-first rule in place since its 2014 launch.
The reply window is extended from 24 hours to 72 hours to encourage more conversations and reduce matches that expire without interaction.
Tests in Canada showed higher chat initiation rates, fewer expired conversations and more mutual interactions after the changes.
Bumble reported second-quarter revenue of $210.5 million (down 15.2% year over year), a 16.4% decline in paying users, and a third-quarter forecast below Wall Street estimates.
Founder and CEO Whitney Wolfe Herd said the changes reflect user demand for 'more flexibility, less pressure,' as Bumble explores swipe-free dating, in-person events and AI features for Gen Z.
- Who
- Bumble, the dating app led by founder and CEO Whitney Wolfe Herd, along with rivals such as Tinder-owner Match Group facing similar slowdowns
- What
- Bumble dropped its women-first messaging rule so either person in a match can send the first message, and extended the reply window from 24 to 72 hours
- Where
- Announced by Bumble; the rule change was previously trialed in Canada
- When
- Announced on Tuesday, following earlier tests in Canada and the release of Bumble's quarterly earnings this week
- Why
- To boost engagement amid user fatigue with swipe-based dating apps and slowing growth, following a 16.4% decline in paying users and weaker revenue forecasts
Preserve the women-first mission
Prioritize growth and flexibility
Dropping the women-first rule
Preserve the women-first mission
The women-first messaging rule has been Bumble's defining feature since 2014, and dropping it weakens the brand's identity and mission of empowering women.
Prioritize growth and flexibility
The rule gave women control when launched, but a survey found 66% of women now prefer men making the first move, so the change reflects what users actually want.
Reason for the change
Preserve the women-first mission
The change is mainly a defensive business move driven by a 16.4% decline in paying users, falling revenue and weak forecasts, not what users truly need.
Prioritize growth and flexibility
Dating apps face user fatigue and slowing growth, so Bumble must adapt with new features, AI-powered tools and longer reply windows to boost engagement and stay competitive.
Path forward for dating apps
Preserve the women-first mission
Bumble should stay true to the women-first approach that made it stand out rather than copying rivals like Tinder.
Prioritize growth and flexibility
Bumble is exploring swipe-free dating, in-person events and AI features for Gen Z, following industry moves such as Hinge founder Justin McLeod's AI app Overtone and Match Group's AI tools.
Key facts
- Old rule
- Only women could send the first message in heterosexual matches
- New rule
- Either person in a match can send the first message
- Reply window
- Extended from 24 hours to 72 hours
- Launch year
- 2014
- Founder and CEO
- Whitney Wolfe Herd
- Second-quarter revenue
- $210.5 million, down 15.2% year over year
- Paying users
- Down 16.4%
- Survey result
- 66% of women prefer men making the first move
Quotes
Whitney Wolfe Herd
Founder and CEO of Bumble
“The changes are a response to demands from users for "more flexibility, less pressure, and more opportunities to create real, meaningful connections."”
freepressjournal.in
NDTV
CNBC TV 18
Sources
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