The dating app Bumble has been known for “women making the first move” (messaging first) in straight matches since its 2014 launch. Now the company is reversing a more recent change to let men message first — but only in a couple of areas.
Last week, Bumble announced that it’s removing the Opening Moves feature in Mexico and Australia. The feature has been removed automatically for those users.
Opening Moves was introduced in 2024 as a way for men to send the first message to women and was advertised as a way to lessen exhaustion with dating apps. The company’s former CEO Lidiane Jones led the charge after taking over from founder and first CEO Whitney Wolfe Herd, who shortly thereafter returned to the CEO role after Jones held the position for only a year.
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While the reputation of dating apps overall has been slipping in recent years due to burnout and bad actors, Bumble has been especially hit financially. The company laid off 30 percent of its workforce last year, and its stock price has fallen 95 percent from its IPO as of this writing.
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Bumble seems to be returning to its original ethos even amid legal challenges. The Observer reported Bumble introduced Opening Moves following lawsuits and legal threats in California, claiming that the app discriminated against men, according to sources familiar with the matter. The Observer states that the company is starting to remove Opening Moves in Australia and Mexico due to lower legal risks in those markets.
“At Bumble, we regularly test and innovate our features to foster healthy, respectful connections while staying true to our women-first mission and prioritizing member safety,” a Bumble spokesperson told Mashable. “Supporting our community as they go from match to message is a key part of that work. As with all testing, we evaluate our learnings before considering a wider rollout, ensuring any changes continue to meet our community’s needs and deliver a positive experience for our members.”
