Bumble is preparing to remove the swipe feature that defined its dating experience for years as it moves towards a redesigned product built around artificial intelligence and more intentional matchmaking.
The company said the change reflects a broader effort to improve user experience and address growing dissatisfaction with swipe based dating.
The announcement was confirmed by Bumble chief executive Whitney Wolfe Herd, who said the app will move away from swipe mechanics and introduce a new system designed to slow down interactions and encourage more meaningful connections. The swipe model, long central to Bumble and many other dating platforms, allowed users to rapidly browse profiles and make quick decisions with a single gesture. While it helped popularise mobile dating, Bumble now believes it has contributed to superficial engagement and user fatigue.
Bumble’s leadership argues that the format has become too focused on volume rather than quality. Users often match frequently but fail to build lasting conversations, leading to what the company describes as a cycle of endless browsing with limited outcomes. The redesigned experience is intended to reduce that behaviour by shifting users towards fewer but more relevant matches.
Artificial intelligence is expected to play a central role in the new system. Bumble has already begun testing AI tools that analyse user behaviour, preferences, and interaction patterns to improve match suggestions. Instead of relying on swipes to signal interest, the platform will use data driven recommendations to surface profiles that are more likely to result in meaningful conversations.
The company is also working on reducing what it calls dead end interactions, where users match but do not engage further. By prioritising compatibility signals over rapid selection, Bumble hopes to increase the likelihood of actual meetups and longer term relationships. The shift represents a significant departure from the design principles that helped the app grow into one of the most recognisable names in online dating.
The move comes at a time when Bumble is facing business pressure. The company has reported declining paying user numbers, even as revenue per remaining user shows some strength. This suggests that while fewer people are using premium features, those who stay are engaging more deeply with the platform.
Beyond the swipe removal, Bumble is also reassessing other foundational features that defined its early identity, including its women message first approach. These changes indicate a broader restructuring as the company tries to reposition itself in a competitive and evolving dating market.
Across the industry, dating platforms are increasingly turning to artificial intelligence to solve long standing engagement problems. Competitors are testing similar systems that aim to replace traditional browsing with curated matchmaking. The goal is to reduce user burnout and improve connection quality.
Bumble plans to roll out its new experience gradually through testing phases before wider deployment. The company is betting that a shift away from swiping and toward AI guided matchmaking will define the next stage of online dating and help it regain user interest in a crowded market.
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Emmanuel Abara Benson is a business journalist and editor covering artificial intelligence, global markets, and emerging technology.
He has previously worked with Business Insider Africa and Nairametrics, reporting on finance, startups, and innovation.
His work focuses on AI, digital economy, and global tech trends.
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