Bumble is moving away from its signature women-first messaging rule, allowing either person in a match to start a conversation, as the dating app looks to boost user engagement.
Since its launch in 2014, Bumble has required women to initiate conversations in heterosexual matches. The company is now testing a new approach that gives users greater flexibility over who sends the first message.
The change comes as dating-app companies face slowing growth, declining engagement and a drop in paying subscribers. Bumble and Tinder owner Match Group have been introducing new features and AI-powered tools to encourage users to remain active on their platforms.
According to Reuters, Bumble’s tests in Canada showed improved chat engagement, fewer lapsed interactions and more two-way conversations after the changes were introduced.
The company is also effectively extending the time available for users to respond from 24 hours to 72 hours, aiming to reduce the number of matches that expire without a conversation.
Bumble founder and CEO Whitney Wolfe Herd said the changes were made in response to users seeking “more flexibility, less pressure and more opportunities to create real connections.”
The move comes as Bumble faces financial pressure, with the company reporting a 16.4% decline in paying users and forecasting lower-than-expected third-quarter revenue.
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