Key facts
- Bumble has removed its founding principle requiring women to message first.
- The company also extended the time limit for messaging a new match from 24 to 72 hours.
- CEO Whitney Wolfe Herd stated the changes are an evolution of the company's vision.
- Bumble's daily active users have declined 9.22% year-over-year, and its stock is down 23.37% this year.
- Time spent by female users on the app has decreased for three consecutive months.
- The launch of Bumble's AI-driven app has been delayed to 2027.
Bumble has officially abandoned its foundational principle of requiring women to send the first message to a match, a significant shift for the dating app. The company also extended the time limit for initiating contact from 24 to 72 hours. CEO Whitney Wolfe Herd, who returned to her role in 2025, described the move as an evolution of Bumble's vision rather than a departure.
This change comes as Bumble faces increased competition and user fatigue with traditional swiping mechanisms. Competitors like Hinge have gained traction, while Bumble's own user engagement metrics have declined. Daily active users for Bumble have fallen 9.22% year-over-year, and its stock has dropped 23.37% in the current year. Time spent by female users on the app has also seen a significant decrease.
Bumble's strategy to differentiate itself has been challenged by its increasing similarity to Tinder, its original rival. The company's efforts to rebrand its Bumble BFF app and its planned AI-driven overhaul have also encountered delays, with the AI app launch now pushed to 2027, raising doubts among analysts about the company's technological roadmap.
Despite these challenges, Bumble is reportedly developing a new feature intended to replace the swipe mechanism, which Wolfe Herd has described as revolutionary. However, details remain undisclosed for competitive reasons.