Bumble launches Snooze button to pause dating for a digital detox

Bumble does not want you to delete your account when you start a relationship, go on vacation or just need a break from your phone. So today you are releasing a Postpone button that allows you to stop showing to people looking for possible matches for a day, three days, a week or indefinitely. You can also select a message of absence, such as "I'm traveling," "I'm in a digital detoxification," "I'm focusing on work," or "I'm prioritizing myself," which will be displayed with existing matches with the who is chatting

The feature could ensure that Bumble's 50 million registered users (announced today) are not flirting with an empty void if their departure temporarily leaves Bumble. And for the users that activate it, Snooze could reduce its FOMO on the possibility of losing a game or appear to have ignored someone's message.

"The impact of social networks, especially on young women, has the potential to be very damaging and we have a responsibility to give our users the power to disconnect on their own terms as long as consider appropriate, "writes Whitney Wolfe Herd, founder and CEO of Bumble. "We know that Snooze will allow them to return to us feeling renewed and more open to new connections."

Tinder has its own Pause button, but it is next to the account deletion button and has less intention and flexibility. You can simply activate or deactivate it. Without the right messages, the parties might think that you're just trying ghostly.

When Bumble and non-Bumble users were surveyed recently, more than 60 percent of women between the ages of 18 and 24 said they felt overwhelmed by social media. Sixty percent of the women surveyed also spend more than two hours a day on social networks. Bumble's internal sociologist, Dr. Jessica Carbino, writes that "in social networks, young women can develop unrealistic perceptions of what they should be or how others see them." These unrealistic expectations may ultimately have consequences. negative for their physical and emotional well-being. "

Wolfe Herd explains that "Yes, we are absolutely social media and with that, healthy and unhealthy behaviors arise, which is exactly the reason why we developed the repetition function to provide our users with a break for personal care in their If you do not invest in your users, you will lose them. "

Dating applications are subject to high turnover rates as people find old or aging partners with different applications. They must do everything possible to keep people in the application both to maximize the set of potential matches and their chances of selling premium services to their users. Snooze looks like a retention trick as well as a benevolent offer, but if that means that people can rest from their phones in peace, it's good to have it.

For more information on Snooze and Bumble, see your CEO's talk today at TechCrunch SF Interrupts.