Bumble to use notifications to help stop ‘ghosting’

Andy Boxall

In App Business. October 31, 2018

Dating app Bumble is attempting to curb the increase in a behavior known as, “Ghosting,” where a match is ignored by the other person after speaking or going on a date. The issue is causing users to stop using the app, or to delete their accounts.

Bumble says it will send notifications to users that have not replied to messages. However, unlike regular notification on matches, it will request that users either continue the conversation, or to bring it to a close politely. Badoo is also implementing a similar strategy, and even includes message suggestions, including those that bring the conversation to a close.

Bumble’s Kate Leaver said:

“I think it’s driving people to delete their dating apps. If we can address this sort of behaviour in the app itself, or make it less likely to happen, then hopefully people will feel more hopeful and comfortable continuing to use them.”