For more than a decade, Bumble stood out from the competition for one simple reason: Women had to make the first move.Now, that’s changing.On Tuesday, August 11 Bumble announced that it’s ending its signature “women message first” rule, allowing anyone to send the first message after a match. The dating app is also extending the response window from 24 hours to 72 hours, giving users more time to start a conversation.The change marks one of the biggest shifts in Bumble’s history, but not everyone is convinced it’s a good idea.Bumble founder and CEO Whitney Wolfe Herd said the update reflects what users have been asking for.“While women making the first move was a radical idea, being women-first was never about prescribing just one way to connect,” Wolfe Herd said in a statement. “Today, our community is asking for more flexibility, less pressure and more opportunities to create real, meaningful connections.”
Photo by Mark Peterson/Corbis via Getty ImagesThe company says the decision was driven by user feedback. According to Bumble, 66% of more than 2,200 U.S. women the app surveyed in 2024 said they actually preferred receiving the first message from a man. A separate 2025 survey also found that nearly two-thirds of dating app users said they feel more confident when they have more choice over how conversations begin.The move also comes as dating apps face slowing growth.According to Bumble’s latest quarterly earnings report, the company reported a 15% decline in revenue year over year and a 16.4% drop in paying users. Rival Match Group, the parent company of Tinder, Hinge and Match.com, also reported softer overall revenue, though Hinge continued to grow, per a USA Today report.The announcement quickly sparked debate online, with many longtime Bumble users questioning whether the app has lost the very feature that made it different.But users on Reddit argued that requiring women to initiate conversations was Bumble’s defining characteristic.
Photo by Oli Scarff/Getty Images“What differentiates Bumble from any other app now?” asked one commenter on Reddit. Losing your differentiating factor that allowed you to service a niche as the best product in a massive industry will also hurt your app long term.
“But okay. Bumble will now become slop where men don’t message and women don’t message so nobody meets and uninstalls. Why use it over hinge or tinder which are both superior depending on what you want?” slammed another on Reddit.
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