Bumble, the dating app known for its “women make the first move” rule, is shaking things up with a new feature called “Opening Move.” This update is aimed at alleviating the pressure on users, particularly women, to craft initial messages for every match.
The “Opening Move” feature, introduced as part of a comprehensive app redesign, enables women to select from a range of prewritten prompts or compose their own opening lines. According to a report by The Verge, these prewritten prompts could be questions like “Who’s your dream dinner party guest (real or fictional)?” or “What do you like about my profile?” Once chosen, these prompts are automatically sent to all of their matches, streamlining the process of initiating conversations.
Bumble chief executive officer Lidiane Jones mentioned, and as reported by The Verge, that many members of their community had expressed exhaustion with the current online dating experience, noting that for some, this included the burden of making the first move. “We want to evolve with our community, shifting from a fixed approach to giving women more options in how they engage,” Jones added.
The “Opening Move” feature isn’t just for heterosexual matches. In same-gender or non-binary pairings, either person can initiate the conversation with a question. Meanwhile, the update goes beyond just the opening message. Bumble is expanding its “dating intention” badges to allow users to express what they are looking for, from casual dates to lifelong partnerships. Profiles will now showcase common interests and favorite musicians to help users find better matches. Additionally, Bumble is requiring new users to upload four photos instead of two, as profiles with more pictures tend to be more successful.
Meanwhile, the latest redesign comes as financial pressure on the company mounts and amid changing dating landscape, particularly among younger demographics. With these changes, Bumble seeks to not only retain its relevance but also drive growth and profitability.
