Bumble operates a portfolio of dating and social apps, with two core products: the Bumble app and Badoo. The Bumble app is distinctive for its "women-first" design, where only women can initiate the first message in heterosexual matches. Badoo is a longer-standing, more mainstream dating app with particular strength in Europe and Latin America. Bumble also operates BFF, a friendship and community app focused on one-to-one friend matching and group discovery, though BFF is not yet a meaningful revenue contributor. Bumble runs a freemium model: the apps are free to download, and a subset of members pay for subscriptions or in-app purchases. Subscriptions (roughly 89% of paying users) are the primary revenue driver, unlocking features like seeing who liked you or browsing invisibly. In-app purchases, such as profile boosts and signals of interest, are available to both subscribers and non-subscribers. The Bumble app accounts for roughly 82% of revenue, with Badoo contributing the remaining 18%. In 2025, Bumble undertook a deliberate turnaround under returning founder and CEO Whitney Wolfe Herd, cutting performance marketing sharply and purging low-quality members—bots, scammers, and low-intent accounts—to improve member quality and monetization. Phase two of the turnaround, targeted for 2026, involves rebuilding the app on a new AI-first technology stack and launching redesigned product experiences, including richer user profiles, an AI matchmaking assistant, and expanded group and event features.