Bumble eases women-first messaging rule as dating apps seek engagement boost

Aug 11 (Reuters) - Bumble ‌on Tuesday ​said ​it would now allow either person in a match to send the first message, ‌dropping the women-first messaging rule that has been ⁠a defining feature of the dating app since its launch ‌in 2014.

The move comes ‌as dating-app companies grapple with user fatigue toward traditional swipe-based platforms and slowing growth, prompting some ​including Bumble and Tinder-owner Match Group to roll out new features and AI-powered tools aimed at ⁠improving engagement.

• Thus far, only women could initiate conversations in heterosexual matches ​on Bumble, unlike most dating apps, including Tinder, where either user can send the ​first message.

• Bumble said tests ‌in Canada have shown higher chat initiation rates, fewer expired chats and more ⁠mutual conversations after the changes were introduced.

• The company is also extending the reply window to 72 hours from ⁠24 hours as it looks to increase conversations and reduce ​the number of matches that expire without interaction.

• The changes are a response to demands from users for "more flexibility, less ‌pressure, and more opportunities to create real, meaningful connections," founder and CEO Whitney ‌Wolfe Herd said.

• Earlier this month, Bumble forecast third-quarter ⁠revenue below Wall ‌Street estimates and reported ​a 16.4% decline in paying users.

(Reporting by Rashika Singh in Bengaluru; Editing by Jonathan ‌Ananda)

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