Bumble abandons ‘women message first’ rule as revenue slump deepens
Founder Whitney Wolfe Herd cites survey data showing majority of women prefer men to initiate contact, as company seeks to stem user fatigue and reverse financial decline.
Bumble has officially dismantled the gendered messaging protocol that defined its brand since launch, announcing on Tuesday that any user can now initiate contact in heterosexual matches. The change, effective immediately, removes the longstanding requirement that women must send the first message, a rule that served as the platform’s primary differentiator against competitors like Tinder.
The update also extends the response window for matches from 24 hours to 72 hours. Founder and CEO Whitney Wolfe Herd described the shift as an evolution of the company’s mission to prioritise women’s needs, arguing that the original mandate was never about prescribing a single method of connection but rather designing an experience with better outcomes in mind.
Internal survey data cited by the company indicates a significant shift in user preference, with 66 per cent of women stating they prefer men to send the first message. More than half of surveyed members reported that the extended response window improved their experience, reducing the pressure to constantly check the app or risk matches expiring.
The strategic overhaul arrives against a backdrop of financial headwinds. Bumble’s second-quarter earnings report revealed a 15.2 per cent year-on-year drop in revenue to $210.5 million. The company has also warned that it expects a decline in paying customers in the third quarter, reflecting broader user fatigue and a crowded market that has slowed growth across the online dating sector.
This move follows a gradual loosening of the platform’s original rules, beginning with the 2024 introduction of “Opening Moves,” which allowed women to set profile questions for men to answer. As Bumble seeks to attract Gen Z users and stabilise its financial position, the company is also exploring a swipe-free future that includes in-person events and artificial intelligence features.
