Bumble has announced that it is exploring the idea of introducing advertising to its platform.
Founder Whitney Wolfe Herd spoke at Cannes Lions International Festival of Creativity and said that the app was “not yet” seeking advertisers but that Bumble was attending the festival to explore the potential opportunity.
The platform currently makes money through subscriptions and “strategic partnerships with brands.” However, it has declined most of the brands that approach the dating app in an attempt to stay on-message.
Wolfe Herd added: “[Advertising] has to stand for kindness and serve some mission in the world.” She also said that brands must “walk the walk” instead of just “putting something on a billboard.”
Wolfe Herd admitted that Bumble had parted ways with brands in the past that didn’t meet the dating app’s values. The company has now introduced strict guidelines around who Bumble is now allowed to work with.
Bumble is expected to reach more than 40 million users by the end of the year and is currently adding nearly one million users per week, she revealed at the festival.
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