Bumble Ditches Swipe Feature in Major Pivot to AI Matchmaking

Bumble’s swipe feature—long synonymous with digital dating—is being phased out, founder and CEO Whitney Wolfe Herd revealed on The Axios Show on Wednesday. The decision signals a bold pivot toward AI-powered matchmaking as the company seeks to revitalize its platform ahead of a major relaunch.

The changes will roll out in select markets starting in the fourth quarter of 2024, though Wolfe Herd did not specify what will replace the swipe. She emphasized the shift’s potential to revolutionize the dating app category.

"We are going to be saying goodbye to the swipe and hello to something that I believe is revolutionary for the category."

Bumble is also abandoning its signature women-go-first rule, though Wolfe Herd clarified that the app will retain "the essence of what was always meant to be women making the first move." She stated,

"We will not force one gender over another to do something first."

Why Bumble Is Ditching the Swipe

The move comes as Bumble faces mounting challenges, including a 90%+ stock decline since its 2021 IPO and stagnant growth among paying users. Wolfe Herd acknowledged user fatigue, telling Axios:

"People are feeling exhausted, they're feeling fatigued. They feel like the swipe has degraded their love lives."

Competitors like Tinder—the global leader in dating apps—still rely on swiping, while Hinge has never used the feature, instead requiring users to interact with profiles (e.g., liking photos or responding to prompts) before matching. Other apps are experimenting with anti-swipe mechanics amid growing backlash against endless scrolling.

Bumble’s Strategic Gamble

Wolfe Herd’s announcement follows a teaser post earlier in the day, which offered few details about the upcoming changes. The company’s decision reflects broader industry trends, including:

• Declining user engagement and Wall Street skepticism toward dating apps.
• Rising competition from apps like Tinder and Hinge, which have maintained stronger growth.
• User demand for more meaningful interactions over superficial swiping.

The full interview with Wolfe Herd will premiere next week on Axios’ YouTube channel.