Bumble said on Tuesday it would begin allowing either person in a match to send the first message, dropping the women-first messaging rule that has been a defining feature of the dating app since its launch in 2014.
Shift in Dating App Strategy
The move comes as dating-app companies across the globe grapple with user fatigue toward traditional swipe-based platforms and slowing growth, prompting some, including Bumble and Tinder-owner Match Group, to roll out new features and artificial intelligence-powered tools aimed at improving engagement.
Since Bumble's inception, only women could initiate conversations in heterosexual matches on the app, unlike most dating apps, including Tinder, where either user can send the first message.
Test Results and Extended Reply Window
Bumble said tests in Canada have shown higher chat initiation rates, fewer expired chats and more mutual conversations after the changes were introduced.
The company is also extending the reply window for a match to 72 hours from 24 hours as it seeks to increase conversations and reduce the number of matches that expire without interaction.
The changes are a response to demands from users for "more flexibility, less pressure, and more opportunities to create real, meaningful connections", founder and CEO Whitney Wolfe Herd said.
Financial Context
Earlier this month, Bumble forecast third-quarter revenue below Wall Street estimates and reported a 16.4% decline in paying users. Match Group has likewise reported disappointing earnings throughout 2026.
