After more than a decade, Bumble has ended the women-message-first rule that had come to define the app. The company announced the decision on August 11, saying that now either men or women could make the first move after a match.
On any other dating app, a small change in how users communicate wouldn’t be big news. However, the company had made the policy central to its identity. Upon launch, it branded itself as the only dating app on the market that puts women in the driver’s seat.
Prohibiting unsolicited messages from men had been what set Bumble apart from competitors like Tinder. However, it turned out that many women didn’t like having to act first. Reversing that policy means the company will need to find a new differentiator. Continue reading “Bumble Removes Women-First Messaging Policy, Leaving Itself With an Identity Problem”




