Bumble rethinking women 'making the first move' | J5XA32F | 2024-03-13 10:08:01
Bumble rethinking women 'making the first move' | J5XA32F | 2024-03-13 10:08:01
Since its inception in 2014, dating app Bumble's schtick was that ladies users "make the first transfer" — which means, solely ladies customers can message male matches first, and inside 24 hours of matching at that. Through the years, nevertheless, the concept has somewhat eroded.
It was all the time slippery for LGBTQ users, for instance. Ladies can clearly message different ladies first, while men messaging other males must message first, too. Then in 2022, Bumble added extra gender options which raised the query: Can nonbinary individuals message first, or solely ladies? It turned out that Bumble allowed nonbinary users to message first.
Now, two years later, Bumble's new CEO Lidiane Jones advised Fortune that she's reconsidering women making the first move on the app. Jones took over as CEO from Bumble's founder Whitney Wolfe Herd, who stepped down at first of the yr.
Ladies messaging matches first has "clearly been our signature," Jones advised Fortune, "nevertheless it looks like a burden for a subset of our clients right now."
Apparently, this reconsideration began underneath Wolfe Herd, and Bumble is now testing totally different options for a relaunch later this yr. One choice, in response to Fortune, is giving ladies pre-written messages; AI-generated icebreakers are already on Bumble for Friends, the platonic version of Bumble. An alternative choice is permitting males to message first.
If Bumble scraps "ladies making the first move," it's going to be a stark change for the decade-old app — however some customers may even see it as a aid.
Mashable has reached out to Bumble for remark.
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