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Tinder has gone through a number of changes in its six-years as the dating app your parents know you use. And according to the company’s new boss, it’s about to undergo a big one.
Looking over its shoulder at its younger, yellower rival Bumble, Ginsberg announced that the company would add a setting to exclusively allow women to make the first move.
This is Bumble’s unique selling point.
#LoveEquals no 🍆 pics.
— Bumble (@bumble) February 15, 2018
“Often, women don’t really want the pressure of kicking off the conversation, but if they want it, that’s great,” noted Mandy Ginsberg, the chief exec of Tinder’s owner Match, in an interview with MarketWatch.
“Giving people the choice versus telling people how to engage is the big difference.”
And the “choice” aspect is paramount here.
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While this is not an adjustable feature on Bumble, Tinder will allow women to toggle the setting. This means that men can still make the first move on the dating app, which has seen more than 20-billion matches since its inception.
And the move (apparently) isn’t in response to its rival either.
“The feedback that we’ve heard is that women don’t always want to be forced to make a move, so we want to give people the ability to choose,” Ginsberg added.
“We have to constantly listen to what women want and address their needs, not just on Tinder but on all products.”
This isn’t the first change the company has made to cater to women’s needs.
In October 2017, it added a reactions feature that would allow women to send men animated emoji.
More convenient additions for all genders were also added later that month, when Tinder opened up its web portal to the greater internet community.
Ginsberg failed to reveal when this change will be heading to Tinder.
Feature image: Memeburn