Bumble, the dating app known for letting women make the first move, is scrapping that rule after a trial showed higher engagement and a survey found that 66% of women prefer men to send the first message. The change, announced by the company, will apply to all users, including those in same-sex relationships, who were previously exempt from the women-first requirement.

Founder Whitney Wolfe Herd said the decision reflects a shift in user expectations. "While women making the first move was a radical idea, being women-first was never about prescribing just one way to connect," she said. "Today, our community is asking for more flexibility, less pressure, and more opportunities to create real, meaningful connections."

In addition to ending the women-first rule, Bumble will extend the time users have to start a conversation after matching from 24 hours to three days. The company said the changes follow a trial that showed increased engagement among users.

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Reaction on Reddit's r/Bumble community, which has about half a million members, has been mixed. Some users questioned how Bumble will now differ from other dating apps, with one writing, "If you women want men to message first, use a different app." Others expressed support, with one person noting, "Honestly, men barely responded when I messaged first on Bumble."

Professional matchmaker Sarah Louise Ryan welcomed the move, saying the feature had "run its course." She told BBC News, "At first, the idea was empowering, but over time the novelty wore off. Women were effectively being asked to hold the narrative and energy of the connection, while men were left feeling passive or anxious."

The change comes as the UK online dating market faces stagnation. Ofcom data shows Bumble's British audience fell from nearly 1.5 million monthly users in 2023 to 1.1 million in 2025. Tinder, the UK's most used dating service, lost about one million users over the same period, while Hinge held steady at 1.5 million. Bumble Inc, which also owns Badoo, laid off nearly a third of its global workforce last year.

Ryan added, "People are realising constant swiping isn't actually leading to real-world dates, which only heightens dating fatigue. We're seeing a clear shift towards community and real-life connections."

Source: BBC News