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

Bumble is officially giving up on the rule that made it, well, Bumble.

The dating app announced Tuesday that anyone in a match can now send the first message, ending the women-message-first requirement that has been one of the company’s defining features for more than a decade. 

Bumble is also giving matches 72 hours to respond, up from 24, in an effort to take some of the pressure out of coming up with a response in a short time frame. The longer window gives people more flexibility to reply, rather than feeling like they need to check the app constantly or risk a match disappearing.

The change marks a pretty significant shift for Bumble, which built its brand around putting women in control of heterosexual dating conversations. When the app launched in 2014, Bumble was positioned as the more considerate alternative to Tinder, with women deciding whether a conversation would begin and, ideally, avoiding some of the unsolicited messages and general weirdness that had become synonymous with dating apps.

Bumble founder and CEO Whitney Wolfe Herd framed the new update as an evolution rather than a retreat from the company’s original mission.

“While women making the first move was a radical idea, being women-first was never about prescribing just one way to connect. It was about designing an experience with women’s needs in mind to create better outcomes for everyone,” Herd said in a statement. 

And, apparently, plenty of women are ready for this change. According to Bumble’s survey data, 66% of women surveyed said they prefer men to send the first message, with many saying it would make dating feel less stressful. Additionally, more than half of members surveyed said the longer response window improved their experience.

“Today, our community is asking for more flexibility, less pressure, and more opportunities to create real, meaningful connections, and that is what this new experience provides. This evolution isn’t a departure from our founding vision, but the realization of it,” Herd added. 

The change also isn’t coming completely out of nowhere. Bumble began loosening its original rules in 2024 with “Opening Moves,” a feature that allowed women to set a question on their profile that a man could answer. 

The change also arrives as Bumble tries to turn around a business that has been struggling to regain its footing. The company’s second-quarter earnings report last week showed revenue dropping 15.2% year over year to $210.5 million, while the company expects its number of paying customers to decline in the third quarter.

Over the past several quarters, Bumble has tried to address a broader slowdown in online dating, as the industry wrestles with user fatigue, an increasingly crowded market, and the reality that swiping through hundreds of profiles isn’t necessarily anyone’s idea of a great time. The company recently revealed it’s exploring a swipe-free future, along with more in-person events and AI features to garner more traction, especially among Gen Z users.