Bumble Teases Offline Swipeless Future

Bumble is placing greater emphasis on in-person social experiences as it looks to adapt to changing dating habits, with the company suggesting that the traditional swipe-based model may eventually be replaced by a more intentional way of connecting.

Speaking during Bumble’s second-quarter earnings call, CEO Whitney Wolfe Herd highlighted the early performance of Plans, the company’s recently launched app that helps people meet through small group activities rather than one-to-one matching. The app is designed to facilitate low-pressure gatherings such as dinners and drinks, allowing participants to build friendships that may later develop into romantic relationships.

According to Wolfe Herd, the early tests of Plans have produced encouraging results, prompting Bumble to increase its investment in real-world experiences. She said the company believes group socialising aligns more closely with how many Gen Z users prefer to meet new people.

Unlike traditional dating apps, Plans does not centre on swiping. Instead, users join local events and can continue conversations afterward through Bumble’s platform without exchanging phone numbers. Bumble argues this approach removes some of the pressure associated with conventional online dating and encourages more natural interactions.

Wolfe Herd also revealed that Bumble is developing a new interaction model for its flagship dating app that would eventually move beyond swiping altogether. While she did not disclose specific details, she said the goal is to replace rapid, high-volume swiping with a system that encourages “fewer, better, more considered signals” between users. The company plans to introduce any changes gradually to avoid disrupting the existing user experience.

Alongside these product changes, Bumble said it will continue incorporating artificial intelligence behind the scenes to improve recommendations and matching, while maintaining that the app itself will not become an AI-driven experience.