David Brown

The billboards and the posters come down.

The company offers a written apology on Instagram saying, we made a mistake.

But not everyone is buying it, because this isn't just about a bad ad campaign.

As part of its reinvention, Bumble has made a seismic change.

For the first time in its 10-year history, men can now make the first move.

This means that the radical rule that defined the app, Women Go First, is gone.

And that raises a much bigger question.

A question that will haunt Bumble for months to come.

From Audible Originals, I'm David Brown, and this is Business Wars.

So, you looking for love?

Or maybe just a situation ship?

Or even someone who won't ghost you after three days?

If the answer to any of these questions is yes, well, chances are you've tried the apps.

Tinder, Hinge, OkCupid, maybe even Bumble.

And if you've ever swiped through profiles or watched someone else do it, you know the drill, right?

The endless profiles, carefully chosen photos, witty bios, the flicker of hope that this match might be different, and the crushing realization that it probably won't be.

For millions of women, Bumble once promised something better.

In 2014, 25-year-old entrepreneur Whitney Wolf launched Bumble with a simple but radical rule.

Women make the first move.

No unsolicited messages, no digital catcalling, no waiting around.