Tinder plans to roll out a feature that will enable women to initiate conversations and weed out the messages from men they don’t like. The new feature will give the dating app a competitive edge against one of its toughest rivals, Bumble.
According to people familiar with the issue, women will have an option to make the first move on all future matches just like they do it on Bumble. Currently, Tinder users of both sexes can initiate a conversation, but some women feel that they are being disempowered by men that don’t show them respect.
The CEO of Tinder’s parent company, Match Group, Mandy Ginsberg said that many women feel the pressure of having the initiative, but some women do want to make the first move, which is “great”.
Giving people the choice versus telling people how to engage is the big difference,
Tinder Reportedly Trying to Empower Women for Years
The new feature, for which there isn’t an official release date, is a key feature of Bumble, an online dating app created by one of Tinder’s co-founders, who left the company amid a sexual harassment scandal. Bumble’s founder Whitney Wolfe Herd reportedly has reached a $1 million settlement with Tinder in the wake of the scandal.
Ginsberg underlined that Tinder’s incoming feature is not a reaction to Bumble or any other competitor. The update is reportedly the result of years of discussions about how Tinder could empower its female customers.
Match Group’s portfolio also includes Match.com, OkCupid, and PlentyOfFish dating sites. Ginsberg unveiled that the company needs to listen to women’s grievances across all these platforms, not just on Tinder.
The move, however, may be a response to Match Group’s failed attempt to purchase Bumble for $1 billion. The Tinder rival currently has 20 million users. Match Group dismissed the acquisition rumors, saying that business is thriving and it doesn’t plan to buy anything.
Image Source: Wikimedia