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Since its inception in 2014, dating app Bumble's signature feature has been that female users "make the first move"—meaning only female users can message first when matched with men, and within 24 hours of the match. However, over time, this concept has become somewhat blurred.

Bumble's new CEO, Lydian Jones, told Fortune she's reconsidering the concept. Jones said women “making the first move” was “our calling card,” “but today it seems like a burden for some of our clients.” Bumble is currently testing different options for a relaunch later this year. According to Fortune, one option is to provide women with pre-written messages generated by artificial intelligence. This option already exists in Bumble for Friends, the platonic version of Bumble. Another option is to enable men to message first. If Bumble drops the "women making the first move" concept, it will be a dramatic change for the app, but some users may find it a relief. 

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