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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.