Dating app Bumble announced it would be getting rid of its hallmark rule that prevents men from making the first move. Effective immediately, men will be able to start conversations with women on the dating app, the company said in a press release.

Changes to the App

All users will also have the ability to respond to first messages within 72 hours, up from 24 hours, the company said. Whitney Wolfe Herd, founder and CEO of Bumble, stated that the change is in response to user feedback and aims to create better outcomes for everyone.

The new changes come amid slow growth in the online dating sector and reports that the company is exploring a sale. Bumble did not immediately return a request for comment on whether the new changes were related to the wider business.

A survey found that nearly two-thirds of women on Bumble say they prefer men to send the first message. The company also found that more than half of the people surveyed preferred having more time to respond to first messages.

Original reporting: Dallas TX News (HLL/CB) — read the source article.