Hily Surges Past Bumble to Claim #3 U.S. Dating App Spot

Hily has suddenly climbed to become the third most popular dating app in the United States and the fifth top grossing overall, overtaking Bumble on key rankings and gaining traction particularly among Gen Z users. While still in third place behind Tinder and Hinge – both of which are platforms owned by Match Group – the app’s rapid rise reflects shifting preferences in how younger demographics engage with online dating.

Hily’s branding centers on authenticity and a rejection of overly polished profiles, a strategy that appears to resonate with younger daters who increasingly seek more “real” interactions online. The app’s tagline, “date as you are,” underscores that focus. Its feature set includes tools designed to help users identify genuine compatibility and maintain safety in conversations. For example, Consent Guard aims to reduce exposure to unsolicited explicit content by requiring explicit permission before certain messages or images are revealed.

Another distinctive aspect of Hily’s approach is its Icks & Clicks feature, which lets users define traits they find off-putting (“icks”) alongside those they value (“clicks”), influencing matchmaking and helping tailor interactions to personal preferences. These features have been presented as a counterpoint to more superficial swipe-based mechanics common on many dating apps – and while each feature may be a small change to the formula, the overall added nuance clearly seems to be resonating with the platform’s target audience.

In addition to its positioning on authenticity and safety, Hily’s visual identity underwent a major refresh in recent years, culminating in a Red Dot Award for Brand Design Identity in late 2025. While this may not necessarily have been directly responsible for the spike in users, the app is reaching a point where it can comfortably rival its longer-running peers, both in terms of design and overall functionality.