Correction [4/24/18, 2:22 p.m. ET]: Previously, this story inaccurately stated that Bumble donated to Planned Parenthood with every match. We have corrected the error.
A popular dating app donated to Planned Parenthood with certain matches on Sunday.
In March, Bumble announced in a blog post its moderation team would begin removing any profile pictures that include guns or weapons imagery and would ban such uploads in the future. The policy shift came in the wake of the massacre at Marjory Stoneman Douglas High School in Parkland, Florida, where 19-year-old gunman Nikolas Cruz killed 17 people.
But the dating app has taken an entirely different approach with Planned Parenthood, America’s largest abortion provider. For every time a user matched with an embedded Planned Parenthood card, a donation was made to the organization:
— Gary Grumbach (@GaryGrumbach) April 22, 2018
Match with this card and we’ll donate for #SexualAssaultAwarenessMonth ?? @PPFA offers vital sexual and reproductive health care services in a safe environment and advocates for better policies to prevent and respond to sexual assault. https://t.co/hNDYaUg3P9
— Bumble (@bumble) April 22, 2018
Interestingly, during a recent interview with Time magazine, Bumble founder and CEO Whitney Wolfe defended her company’s $100,000 donation to the March for Our Lives by saying the call for gun control “is bigger than politics.”
Instead, Wolfe argued, it is about “human ethics.”
This is not the first time Bumble has made donations to Planned Parenthood.
In October 2016, the dating app donated $1 to the abortion provider for every “like” on one of its Instagram posts:
Then in January 2017, the company contributed 10 cents to Planned Parenthood for every match on “Bumble BFF.” In just one day, Bumble raised $50,000 for the women’s health care provider.
Wolfe told Forbes in 2017 she received a lot of hate mail over her decision to donate to Planned Parenthood. Much of the backlash, she argued at the time, was rooted in sexism.
“There are still a lot of people that unfortunately don’t believe in equality for men and women,” Wolfe said. “What we’ve done is take a stronger stance. We don’t let scare tactics hold us back.”