The Indicator from Planet Money · Friday, August 14, 2026
The dating app Bumble is experiencing a 16% decline in paying users over 12 months, prompting a significant strategic shift. The company has relaxed its foundational rule that women must make the first move, now allowing anyone to initiate contact after a match. This change is seen as a departure from its original proposition and a response to business decline.
“My number is 16%. That's the 12-month decline in paying users for the dating app Bumble.”
“Bumble's original rule was that women made the first move on the app. But now anybody can make the first move after a match.”
“Yeah, when the business starts to decline, you got to make some changes.”
“And now we have Bumble, which is letting the guys make the first move too.”