Bumble ditches its rule that kept men from making the first move

Bumble has decided to abandon its longstanding rule that required women to make the first move in matches. The dating app announced on Tuesday that both parties in a match can now initiate the conversation, ending the women-message-first policy that has been a core aspect of Bumble for over a decade. Additionally, Bumble is extending the response window from 24 to 72 hours, providing users with more flexibility and reducing pressure to respond quickly.

This shift marks a significant change for Bumble, which was founded on the idea of giving women control over heterosexual dating conversations, positioning itself as a more considerate alternative to Tinder. Bumble's CEO, Whitney Wolfe Herd, emphasized that while the women-first approach was initially revolutionary, it was never about dictating a single method of connection but rather creating an experience that prioritized women's needs to foster better outcomes for everyone.

User feedback supports this change, with 66% of women surveyed preferring men to make the first move and 50% of members favoring the extended response window. Herd stated that the new experience reflects the community's demand for more flexibility, less pressure, and opportunities to form genuine connections. The move comes as Bumble seeks to revitalize its business, which has been grappling with a decline in revenue and a smaller number of paying customers.

In recent quarters, Bumble has experimented with various strategies to combat the broader slowdown in online dating, including exploring a swipe-free future, introducing in-person events, and incorporating AI features to attract younger users, particularly Gen Z.