Dating app Bumble announced on Tuesday it will drop its defining women-first messaging rule, allowing either person in a match to send the initial message. Since its launch in 2014, Bumble has only permitted women to initiate conversations in heterosexual matches.
This change comes as dating app companies globally are addressing user fatigue with traditional swipe-based platforms and slowing growth. Bumble stated that tests conducted in Canada showed higher chat initiation rates, fewer expired chats, and more mutual conversations after these changes were introduced.
The company is also extending the reply window for a match from 24 hours to 72 hours. Founder and CEO Whitney Wolfe Herd said these changes respond to user demands for "more flexibility, less pressure, and more opportunities to create real, meaningful connections."
Earlier this month, Bumble forecast third-quarter revenue below Wall Street estimates and reported a 16.4% decline in paying users.