Anyone who has used Tinder knows that simply matching with a girl is only half the battle. Once you’ve been paired, one party usually has to do something about it: Someone has to send an in-app message. Unfortunately, many a Tinder dream has been dashed at this crucial stage of the game, where neither person steps up to the plate.

Enter Bumble, a very similar app that distinguishes itself in a major way: Female users must message the guy within a 24-hour window of being matched, otherwise their profile vanishes from their screens. This puts women in control of the experience, says Bumble creator Whitney Wolfe. Wolfe told Time she created the app because she saw too many of her female friends hesitate to reach out to guys first because they were worried about being stigmatized as “desperate.”

Wolfe thinks Bumble’s key feature not only takes that anxiety out of the equation, but also recharacterizes the interaction for women entirely. “It’s not a dating app, it’s a movement,” Wolfe tells Time. “This could change the way women and men treat each other, women and men date, and women feel about themselves.“

Of course, the feature doesn’t necessarily appeal to everyone. But the app does give men a different experience on dating apps: One where they can’t–by design–make the first move.