Bumble has ditched its signature 'women-first' chat rule in a move that has divided users. The app, which launched in 2014 with the innovative idea of allowing women to make the first move, is now testing a new approach after finding more engagement when men initiate messages.

Following a survey that revealed 66% of women prefer men to send the first message, Bumble has extended its users' conversation initiation period from 24 hours to three days. This change comes as the app faces challenges in a stagnant UK online dating market, with Bumble Inc laying off nearly a third of its workforce last year.

Professional matchmaker Sarah Louise Ryan believes such changes are necessary. 'Women were effectively being asked to hold the narrative and energy of the connection,' she said, adding that the rule had run its course over time as the dating landscape evolved.

In an online community where half a million people share their Bumble experiences, reactions have been mixed. Some users appreciate the flexibility while others fear it's erasing what made Bumble unique. One user wrote: 'If you women want men to message first, use a different app.'

As dating fatigue sets in and traditional swiping methods wane, apps may need to adapt to stay relevant. However, this shift towards more conventional chat norms could signal a broader trend among dating platforms.