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Shares of Bumble Inc. (NASDAQ: BMBL - Get Free Report) have been assigned an average recommendation of "Reduce" from the eighteen ratings firms that are currently covering the company, Marketbeat.com reports. Two research analysts have rated the stock with a sell rating, fifteen have issued a hold rating and one has given a buy rating to

The online dating industry is facing one of its biggest tests since the pandemic boom. After years of rapid expansion caused by swipe-based matchmaking, many of the industry's biggest players are grappling with slowing user growth, declining engagement and increasing skepticism from younger users.

Finding a connection on Bumble works differently now, with the dating app changing one of its flagship messaging rules.

Bumble fully removed its rule that women must message first and expanded how long they have to message. The changes make Bumble look quite similar to Tinder, its primary competitor.

Bumble is overhauling one of its most recognisable features by allowing either person in a match to send the first message, marking a major change to the dating app's women-first approach as it seeks to revive user engagement amid slowing growth. The company announced on Tuesday that it is removing the women-first messaging requirement that has defined the platform since its launch in 2014.