This topic tracks and analyzes Bumble’s latest product developments.
I=4
In a recent interview with the Wall Street Journal, CEO Wolf Herd said their upcoming AI coaching app will be built as a large language model that communicates with users in a humanlike way.
The app will help users build a profile based on how they answer questions about past relationships, breakups and experiences with love and dating.
The team is unsure how many matches the app will generate or how they will monetize it but Wolf thinks users might have to pay for each match.
https://www.wsj.com/tech/ai/whitney-wolfe-herd-bumble-ai-398779bb
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I am actually super interested in this new app. Developments on that front should be monitored very closely as it could be a catalyst for me to meaningfully increase my bumble position. (Ai possibilities within the dating industry is my key thesis and number 1 reason why I invested in Match Group and Bumble)
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According to media reports, Bumble recently refreshed its app, adding new features: photo verification to improve authenticity, personalized recommendations to reduce decision fatigue and a dating advice feature with over 40 articles from experts.
Photo verification feature asks users to take selfies to verify their identity. The selfie is then reviewed by one of Bumble’s moderators to check if the selfie matches your profile.
CEO Wolfe Herd told Mashable that early tests indicate verified users have more success in the app.
I=5
Bumble relaunches its BFF app with a focus on group connections
- Bumble relaunched its Bumble For Friends (BFF) app, enabling users to connect with friends beyond the traditional one-on-one matching.
- The app features new Groups tab, which enables users to engage in chat rooms, plan hangouts with friends, and keep tap of events using in-app calendar.
- The Groups tap is now available live but its discovery function will arrive in February 2026.
- The app is built on Geneva, a community-focused platform acquired in 2024.
- Bumble introduced its BFF feature in 2016, and later rolled out its standalone app in 2023.
I=7
Bumble quietly brings back “women make the first move” in Australia and Mexico, the Observer reported
Bumble is starting to bring back “women make the first move” in some markets such as Australia and Mexico, the Observer reported.
The observer reported last month that the decision to get rid of the “women first” principle was due to discrimination lawsuits in California.
Assessment
This may signal Bumble’s payers or MAUs decelerated further in Q4 2025 and Bumble see this strategy as a way to reduce the drop in users. According to YouGov, the introduction of “opening moves” in 2024 was one of the reasons that led to a decline in Bumble’s brand perception.
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Bumble confirmed that it has removed “Opening Moves” in Australia and Mexico
“On Bumble, women have always been in control of how conversations start. In Australia and Mexico, we’re simplifying that experience by removing Opening Moves. Conversations now begin when a woman chooses to send the first message after matching with someone.”
“We regularly test and adapt our features to improve the Bumble experience. While Opening Moves aren’t available right now, we’ll continue learning from how our members use Bumble and make updates over time.”
I=7
Bumble launched AI-suggested Profile Guidance and AI Photo Feedback tools and is testing Suggest a Date feature in Canada
- Bumble is launching AI-suggested Profile Guidance globally, which helps users improve their profile by giving “personalized, actionable feedback” on users’ bios and prompts.
- It is also launching AI Photo Feedback tool in the U.S., which helps pick users’ best shots for their profile.
- AI-suggested Profile Guidance and AI Photo Feedback are similar to Hinge’s Prompt Feedback and Tinder’s Photo Selector.
- It’s also testing Suggest a Date feature in Canada, a low-pressure way to signal that you’re ready to take things off the app.
Assessment
AI-suggested Profile Guidance and AI Photo Feedback since they are similar to that of major competitors. However, the Suggest a Date feature might be interesting as it helps reduce swipe fatigue. I will share more once I test them.
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I=8
Bumble previews its AI Matchmaker which is in pilot phase
- CEO Wolf Herd said in the earnings call that Bee is in the pilot phase and being tested internally, with Beta version coming soon.
- Bee aims to capture much more information about Bumble users by interacting with them in a chatbot manner and then recommend matches.
- Bumble is also planning to launch “Chapter-based” profile feature that connects users based on different parts of their life story.
Assessment
Bumble’s AI matchmaker looks pretty similar to what dating startups such as Known and Sitch are building (Notion). However, at its current stage it’s hard to tell how good it will be. The good thing is that Bumble is the first big dating player to enter the space and its execution on the same seems to be going according to the plan.
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I=8
Bumble will get rid of the swipe feature in Q4 and replace it with something ‘revolutionary’
“We are going to be saying goodbye to the swipe and hello to something that I believe is revolutionary for the category and I am very excited about it. In select markets in Q4, the swipe will be gone,” Wolfe Herd said.
They will also be changing the women-first-rule but preserving “the essence of what was always meant to be women making the first move.”
“We will not force one gender over another to do something first,” Wolfe Herd added
https://www.axios.com/2026/05/07/bumble-removes-swipe-hinge-tinder
Note: the full interview will be published next week on YouTube.
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I=8
Bumble will start exploring monetization of BFF in 2027 and will bring group dating in early 2027
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Wolfe Herd said they showed their new product to the target group (Gen Z) and they said, “this is it” (min 10:20)
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She pointed out that the moment the new product launches, they will significantly expand internationally since that is one of her top priorities (min 15:00).
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They will be introducing new ways for people to interact socially such as IRL beginning at the end of the year and early next year (min 18:44).
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They will start exploring monetization of BFF in 2027 (min 19:32).
“And so we are going to start exploring monetization for BFF in '27. And that will look different than it does dating, because frankly, the way people come together socially and platonically is inherently different than the way they will pay for romance.”
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They will start introducing group dating probably at the tail end of the year but most likely Q1 2027 (min20:38).
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She pointed out that the biggest thing that has happened in her life is realizing that she needs to be a corporate CEO, emphazing that she is a builder (min 22:17).
https://www.youtube.com/watch?v=C0zmpWeywb0&list=PLc5F2y4laofG8BBeKLfc1h_wLFO0Gjx3M&index=1
Two clarifications where I thought this post was a bit misleading.
- The big news here is that Bumble is exploring a new product for their dating offering which does not build upon the swipe. Important comments like the positive feedback of GenZ (min 10:20) refer to this and not to Bumble BFF as the headline might suggest (Bumble BFF is not important overall for Bumble)
- She said her biggest mistake was trying to be too much of a corporate CEO (mind 22:17) and not enough the mover, builder, dreamer that she is.
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I=7
Bumble will focus on filtering four things that they deem as non-negotiable while retaining preferences
- Wolfe Herd said they have ran experiments over the years and found out that when they show users profiles outside their preference, connections and matches go up (min 15:08).
- Herd said they will reframe the notion of filtering on a dating up, ensuring there are only four things that should be filtered (such as kids and religion) as they are non-negotiable but will still retain prferences (min 15:08).
- In future, they will make profiles less about you but more about those you are interested in (min 22:53)
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I=4
In April 2026 interview with The Bossticks, Whitney Wolfe Herd mainly talks about her life and less about product and dating industry.
Herd said she now meditates (helped by Bob Roth), helping her overcome obsessions with negativity (min 9:24) e.g. the polarizing feeling that the market has written Bumble as if it’s dead yet they are very profitable (min 21:44).
She pointed out that demand is still 100% there but the product is not delivering and thinks Wall Street and the media are being a bit super-reactive (min 58:49).
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I=6
Bumble to launch paid group-dating feature this week, Business Insider reports
- Bumble plans to launch a group-dating feature called “plans” and will charge a small fee, Business Insider reported.
- The feature will roll out in pilot test this week, with plans to expand it nationally, based on performance.
- Users will pay a flat fee to reserve a spot (RSVP) and may bring along a plus-one who will also pay the RSVP fee.
- Group events and in person dating (IRL) are gaining traction, with Tinder having launched Double Date (currently free) and Events tab (fee is sometimes discounted by Tinder).
Assessment
Probably not a major development. But it will be interesting to see if users are willing to pay for it since that will quantify the demand for IRL.
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I=5
Bumble’s Plans app is now live, and users can pay $12 to reserve a spot at events
The Instagram page currently has 157 followers.
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