Bumble ends women-message-first rule, extends response window

Bumble has ended its signature rule that required women to send the first message in heterosexual matches, a feature that had defined the dating app since its 2014 launch. The company announced that any user in a match can now initiate a conversation, aiming to provide more flexibility and reduce pressure. The response window for matches has also been extended to 72 hours, up from 24 hours, to allow users more time to reply without matches expiring. Founder and CEO Whitney Wolfe Herd described the move as an evolution of the company's mission to foster better outcomes for all users, noting that survey data indicated 66% of women prefer men to initiate conversations. These changes come as Bumble faces user fatigue and slowing growth in the competitive online dating industry. The company's second-quarter earnings report showed a 15.2% year-over-year revenue drop to $210.5 million, with expectations of declining paying customers in the third quarter. Bumble is also exploring other strategies like a swipe-free experience, in-person events, and AI features to attract users.