Women on Bumble no longer have to make the first move
Popular dating app Bumble has today announced a shake up to its First Moves function, which requires heterosexual women to initiate the conversation on the platform.
Instead, Bumble has introduced Opening Moves, a new feature that allows female users to display a set of predetermined questions to which male suitors can respond to.
The new feature is part of a new global campaign that has been rolled out in over ten countries.
Bumble’s chief marketing officer, Selby Drummond said, Bumble is continuing to put women’s experiences first.
“With this new global campaign, we wanted to take a fun, bold approach in celebrating the first chapter of our app’s evolution and remind women that our platform has been solving for their needs from the start,” Drummond said.
“As we roll out these exciting updates to our product, our core principle remains the same: empowering women in every connection and in every relationship.”
Bumble teased the global launch with a Renaissance-style campaign drawing on the fatigue some women feel online dating. Users will also notice changes to the aesthetics of the app, including a new logo, refreshed colours and illustrations.
A global study conducted by Bumble has revealed that 48% of women surveyed shared that having more ways to start a conversation with potential matches would improve their experience.
Launched in 2014, Bumble was the second most popular dating app downloaded last year, just behind Tinder.
Bumble founder and CEO Whitney Wolfe founded the company as she was tired of seeing women, “waiting for men to ask them out”.
Since then, Bumble has grown into a community of over 100 million across six continents, reporting 1.5 billion ‘first moves’ in the past decade.
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