Bumble Bets on a Swipe-Free Future as It Expands Real-World Meetups

Bumble is preparing for a future beyond the traditional swipe as it looks to attract younger users who are increasingly frustrated with conventional dating apps. The company said its new Plans app is showing promising early results while signalling that more real-world experiences will become central to its dating strategy.

During Bumble’s second-quarter earnings call, CEO Whitney Wolfe Herd said Plans had delivered encouraging results during its first few months of testing. She said the company intends to “lean more into real-life experiences” as it develops new ways for people to connect.

The strategy mirrors a broader shift across the dating industry. Tinder has also been expanding in-person events as Gen Z users increasingly look for ways to meet people away from endless online swiping.

Bumble looks beyond dating app.s

Planareis are designed to bring people together in small, low-pressure groups for activities such as drinks and dinners at local venues. Bumble believes these gatherings can help users form friendships that could eventually develop into romantic relationships.

Wolfe Herd said gro-socialising is particularly important to Gen Z and argued that Bumble can act as a bridge between meeting people, socialising and dating. The company previously experimented with non-romantic connections through Bumble BFF, which has gained traction among younger women.

Plans also allow users to continue conversations through Bumble without immediately exchanging phone numbers or relying on the app’s traditional swipe-based matching system. The company is increasingly positioning “no swiping” as an advantage rather than a limitation.

A new model could replace the swipe.

Wolfe Herd also revealed that Bumble is developing a new interaction model that could eventually replace the swipe altogether. Rather than optimising for speed and the number of swipes, the new approach would focus on fewer and more meaningful signals.

She said the company wants the replacement to create more immediate interactions and better outcomes while more closely reflecting how people meet in real life. Bumble plans to introduce the change gradually to avoid disrupting the existing dating ecosystem.

AI will also play a larger role behind the scenes, helping Bumble improve recommendations and outcomes. However, Wolfe Herd stressed that the company does not intend to turn Bumble into an “AI-driven experience.”

The strategy comes as Bumble continues its broader turnaround. The company beat expectations in the second quarter, but revenue fell 15.2% year over year to $210.5 million. Its shares also came under pressure after Bumble issued a third-quarter forecast pointing to continued declines in paying customers.