GoKawiilDating app Bumble has divided its users by dropping its signature rule which allowed only women to send the first message to a match.
When the app launched 2014, founder and boss Whitney Wolfe Herd said it distinguished itself from rivals like Tinder by allowing women to "make the first move".
But the thing that made Bumble famous will now be ditched following a trial which showed more engagement - and a survey among users which found 66% of women prefer men to send the first message.
Reaction across online forums has highlighted a divide among users about whether the update will get more people using Bumble - or if it makes it "just like any other dating app".
Previously, only same-sex relationships did not have to follow the strict women-first rule.
Another change coming to Bumble will extend the time-limit users have to initiate a conversation after matching.
Users will now have three days to begin messaging one another instead of 24 hours.
"While women making the first move was a radical idea, being women-first was never about prescribing just one way to connect," said Wolfe Herd.
"Today, our community is asking for more flexibility, less pressure, and more opportunities to create real, meaningful connections and that is what this new experience provides."
In an April 2015 interview shortly after Bumble's launch, Herd Wolfe told the Toronto Star it was a "stereotype to say women like to sit back and want men to come to them".