Bumble Is Killing the Swipe and the Women-Message-First Rule: Full Q2 2026 Earnings Breakdown

Launching 'Plans': A Bet on IRL Group Meetups

Bumble is also testing a standalone app called Plans, designed to connect people through low-pressure, in-person group hangouts like drinks or dinners at local spots. Users pay a flat fee to RSVP, can invite a plus-one (who must also pay), and see the meet-up location only after payment . After attending, users are asked about their experience and whether they liked specific attendees, with the option to match afterward . Wolfe Herd said early testing showed "promising results" and described Plans as a complement to the flagship app, not a replacement .

AI Upgrades and Free Tier Enhancements

Bumble is testing new recommendation algorithms and expanding its AI-powered dating assistant, Bea, to improve matching quality and member experience . The company is also testing limited free access to "Liked You" features, which has shown early signs of increasing engagement and conversion potential .

Early Results from the Quality Reset

Wolfe Herd framed the quarter as a deliberate trade-off: purging low-intent users to build a healthier, more sustainable member base. Initiated after her return in March 2025, the quality reset is now past its most acute phase .

• Paying user stabilization. Total paying users were 3.2 million, down 16.4% year-over-year, but sequential losses slowed dramatically — the Bumble app lost only about 5,000 paying users quarter-over-quarter in Q2 .
• Healthier member base. Lower-intent users were culled, and engagement metrics among the remaining base improved .
• ARPPU growth. Bumble App average revenue per paying user rose to $27.55, and total ARPPU reached $21.96, showing that the remaining user base is more willing to pay .

Financial Context for Q2 2026

Revenue of $210.5 million slightly beat analyst consensus of about $210.6 million, and adjusted EBITDA exceeded the high end of guidance . The GAAP net loss included a $169 million non-cash impairment charge related to the Badoo goodwill write-down .

Outlook: From 'Preservation Mode' to Growth Investment

Management emphasized that the revenue declines are temporary and intentional. Wolfe Herd described the company as transitioning from "preservation mode to growth investment," with the new interaction model, Plans, and AI-driven features as the primary growth drivers heading into 2027 . The company is also stepping up brand marketing spend to re-engage users .