Tinder’s upcoming ‘women-talk-first’ option will put the onus on women to make the first move.
Tinder is taking a page from Bumble’s book with plans to launch a new option that gives women more control over which men message them.
According to a report from MarketWatch, Tinder’s upcoming “women-talk-first” option for heterosexual matches will put the onus on women to make the first move. Right now, as long as both parties “swipe right,” either gender can initiate a conversation on Tinder. Once this new feature rolls out, women who opt-in will only receive messages from males they start chatting up first.
“Often, women don’t really want the pressure of kicking off the conversation, but if they want it, that’s great,” Tinder owner Match Group’s CEO Mandy Ginsberg told MarketWatch. “Giving people the choice versus telling people how to engage is the big difference.”
Rival dating app Bumble, originally designed to “disrupt traditional gender roles in heteronormative dating,” has always required women to message males first.
There’s no word as to when, exactly, Tinder’s women-talk-first option will arrive. MarketWatch reported that the feature was born out of “years of behind-the-scenes talks” at MatchGroup about how its brands, which also include Match.com and OkCupid, can “better serve female users.”
“We have to constantly listen to what women want and address their needs, not just on Tinder but on all products,” Ginsberg said, according to the report.
In other Tinder news, a California appeals court recently deemed the company’s premium pricing discriminatory and illegal. Launched in 2015, Tinder Plus offers perks not available in the free version, like the ability to scope out prospective hotties in a different city, undo your last swipe if you messed up, and like an unlimited amount of people. It costs $9.99 per month—unless you’re over the age of 30, in which case you have to pay $19.99 per month for the same features.