Bumble drops women-first messaging rule as dating apps seek engagement boost

Bumble has reportedly announced a major step to allow either person in a match to send a message, dropping the women-first messaging rule that has been a signature trait since its launch in 2014.

The recent move comes as dating-app companies navigate customer disengagement along with traditional subscriber attrition and slowing growth, promoting Bumble and Tinder-owner to deploy new features and AI-powered tools intended to increase engagement.

In light of the current rule, only women could initiate conversations in hetrosexual matches in Bumble unlike other dating apps.

The company clarifies that testing Canada has shown chat engagement rate, lapsed interactions and heightened mutual dialogue after the changes were introduced.

As reported by Reuters, the company is effectively working to extend the reply window to 72 hours from 24 hours as it seeks to foster more conversations and reduce the number of matches that expire without interaction.

Founder and CEO Whitney Wolfe Herd said: “The changes are a response to demands from users for more flexibility, less pressure and more opportunities to create real connections.”

Nonetheless, Bumble reported a lower third-quarter revenue forecast and a significant 16.4% fall in paying users.