Good dating ad

On a sunny May morning in NYC, Whitney Wolfe smoothes her hair (golden) takes a sip of her iced coffee (black) and points across the leafy patio at a handsome guy sitting with a friend.

“You swiped right in your head just now,” she says.

Men post pictures of themselves wearing button downs (not muscle tees) or hugging their moms (not endangered species.) And because they can’t message first, guys can’t hedge their bets by swiping right on every girl they see and messaging all of them to see who bites.

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’ And wouldn’t it be nice if there was no way he would think you were desperate or weird if you did?

A year after she was ousted from Tinder and nine months after she sued the company for sexual harassment, Wolfe is back with a dating app of her own, dubbed Bumble.

“So did I.” Wouldn’t it be nice, she continues, if there were a bubble over his head listing his job and his education?

Wouldn’t it be nice if you could just get up and say ‘Hi?

“Guys found it to be ‘desperate,’ when it wasn’t desperate, it was part of a broken system.” Like many startup founders, Wolfe has big ambitions for the service: “It’s not a dating app, it’s a movement,” she says.

“This could change the way women and men treat each other, women and men date, and women feel about themselves.” Bumble launched about six months ago and seems to be catching on.

“He can’t say you’re desperate, because the app made you do it,” she says, adding that she tells her friends to make the first move and just “blame Bumble.” Matches expire after 24 hours, which provides an incentive for women to reach out before it’s too late (the women-message-first feature is only designed for straight couples—if you’re LGBTQ, either party can send the first message.) Wolfe says she had always been comfortable making the first move, even though she felt the stigma around being too forward.

“I would say ‘I’m just going to go up to him,’ and all my girlfriends were like ‘Oh no no no no, you can’t do that,'” she says.

In essence, the app is an attempt to answer her train of questions above.

It works just like other dating apps—users see pictures of other users, swipe right if they like what they see, and get matched if the interest is mutual.

But there’s one essential difference: on Bumble, only women can send a message first.