Bumble rolled out a handful of new safety features on Monday, including ID verification, in an attempt to draw in a new class of users who are focused on safety.
ID verification requests a government-issued ID to authenticate the user’s age and name and then adds a badge indicating they are who they say they are on their profile. Users can then filter profiles by both photo verification and ID verification. ID verification is now available in 11 markets, including the U.S., Canada, and Mexico, with plans to expand further.
Another safety-focused feature, “Review Before You Send,” addresses the messaging section, where users often receive inappropriate content. Originally launched for the Compliments feature, it prompts users to revise flagged messages before they’re sent. In addition, the company is launching a new “Share Date” feature that lets users share details about their dates with selected contacts.
The safety efforts could help Bumble bring users to its namesake dating app at a time when the broader dating industry is dealing with post-COVID slumps, generational changes in dating behavior, and AI making it harder than ever to tell who is real or fake.
Bumble, whose founder Whitney Wolfe Herd is back in the helm after leaving the post a little over a year ago, is pushing to revitalize the dating and social connection company. Bumble reported a 3.8% decline in quarterly app revenue in its most recent earnings report.
Bumble’s biggest rival Match Group is also feeling the pressure. The company, which owns Hinge, Tinder, and other star dating apps, recently swapped out chief executives. The company’s new leader, Spencer Rascoff, sent employees a note last week that called for increased focus on product and user experience.
Rascoff said that going forward, users need to be at the core of every choice. “Every product decision, policy, and innovation must be guided by their experience and outcomes,” he said. “Trust is the foundation of real connections, and we are committed to rebuilding it with urgency, accountability, and an unwavering focus on the user.”
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