Last year marked five years since the birth of Tinder, and they app is still trying to get you to spend even more time mindlessly swiping through a carousel of strangers.
Last year they introduced new features such as Super Like, which was dismissed as being way too keen, and Tinder Gold which launched in August and allowed users to see who had swiped right on them without doing the same. It swiftly became the number one paid iOs app.
Now, in case things weren't awkward enough with Bumble CEO Whitney Wolfe - their former business partner and Tinder CEO Sean Rad's ex-girlfriend - they're trying to steal Bumble's USP.
Tinder are introducing a new feature called Ladies First which allows women to make the first move on the dating app. MarketWatch report that women will be able to turn on the feature if they wish instead of it becoming the default setting as on Bumble.
Match Group CEO Mandy Ginsburg told MarketWatch: “Often, women don’t really want the pressure of kicking off the conversation, but if they want it, that’s great. Giving people the choice versus telling people how to engage is the big difference.”
TechCrunch report that, "The new option to let women start conversations is not yet live in Tinder’s app, but will rather be included in a future update. It will also be tested ahead of a public launch – as most of Tinder’s features today are – we hear."
The news comes Tinder’s parent company, Match Group, reportedly tried to acquire Bumble in a deal valued at more than $1 billion.
See they're taking the Zuckerberg business lesson of, if you can't buy them, steal their product until they fail!
