Tinder trials new 'My Move' feature

Tinder is trialling a new feature on its dating app to allow women to be the first initiators of conversations.

Dating app Tinder has taken a leaf out of rival Bumble’s book by putting the ball firmly in the woman’s court when it comes to initiating conversations on the platform.

It is trialling a feature called My Move in which women can adjust their settings so that they are the only ones able to start an interaction.

Tinder has spent several months testing the functionality in India, with the view to roll it out to the rest of the world if it proves popular.

The South Asian country was chosen as the trial area, because Tinder is keen to attract more women to the app in the nation, according to Taru Kapoor, India general manager at Match Group, which owns Tinder.
She spoke to Reuters about the challenges facing Tinder in India, due to dating still not being the norm in many parts of the country.

IAB UK logo

Supportive thought leadership on today’s biggest issues, the best of digital advertising and the future of the industry

Our members achieve more as part of our community through network information, education, stewardship and advocacy.