Tinder will introduce a significant feature in its upcoming update. Much like competing app Bumble, conversations will only be possible if the woman opts to message first.
Right now, the popular dating app allows either men or women to make the first move after a match has been made. The new option will only allow women to initiate a conversation. It won’t be set by default though. Women will be able to decide if they want to enable it or not.
Tinder has been downloaded over 100 million times and currently has over three million paid subscribers, which accounts for 30 percent of the total revenue of its parent company, Match.
Despite Tinder’s huge success, Bumble has been slowly but steadily eating into the former’s market. Bumble’s most notable differentiator, and what made them rise so quickly, was that it was designed so only women could send the first message after a match.
Taking a slight fig at their competitor, Match Group CEO Mandy Ginsberg believes the ability for a woman to control the conversation is something the app should not enforce.
“Often, women don’t really want the pressure of kicking off the conversation, but if they want it, that’s great,” Ginsberg told MarketWatch. “Giving people the choice versus telling people how to engage is the big difference.”
No doubt, Tinder’s move will tempt users of Bumble to cross over. After all, Tinder still has the biggest user base of any dating app.
Ginsberg said that their new feature is “not a reaction to any competitor” but rather the result of years of testing and development to better serve their female users.
TechCrunch asked Bumble CEO (and former Tinder co-founder) Whitney Wolfe about the new feature, and she responded, “We applaud any company making business decisions that empower women.”