Bumble to Scrap Swipe Feature in Major App Overhaul

The swiping mechanic that defined the dating app era is set to disappear from Bumble. CEO Whitney Wolfe Herd announced that the company is preparing a radical redesign of its platform, moving away from the gesture that has been the industry standard since the 2010s.

During an interview with Axios, Wolfe Herd described the upcoming changes as a revolutionary shift for the dating category. While specific details on the new navigation remain under wraps, the update is scheduled for release in the final quarter of this year.

Addressing a Decline in Engagement

The decision to abandon the swipe comes as Bumble faces significant financial headwinds. The company has reported several consecutive quarters of struggle, marked by a notable decline in its user base:

• Paid users dropped by approximately 21% in the first quarter of this year.
• The total number of paying subscribers fell to 3.2 million, compared to 4 million during the same period last year.

Wolfe Herd characterized these losses as a “deliberate reset” aimed at prioritizing the quality of the user ecosystem over sheer volume. She argued that the company has focused on retaining “well-intentioned, engaged members,” a move she claims has improved the overall health of the platform despite the reduction in scale.

The Role of AI in Bumble’s Future

As the company prepares for this transformation, artificial intelligence appears to be a central pillar of its strategy. Bumble is currently developing an AI-powered dating assistant known as “Bee.”

Wolfe Herd has long positioned AI as a potential “supercharger” for romantic connections. However, the company faces a complex challenge: balancing advanced technology with the preferences of Gen Z users, who have shown increasing skepticism toward overt AI integration. The CEO has previously floated ambitious concepts, such as personal AI bots that could interact with others on a user’s behalf, though it remains to be seen how such features will be implemented in the final redesign.

For now, the traditional swipe interface remains active as Bumble works to finalize its new vision for the app.