However, Instagram posts and stories have captured worldwide attention, with the company being accused of an abusive ad campaign with elephants being painted and ridden throughout the night.
The CEO Whiteny Wolfe Herd is facing backlash as it is considered animal abuse to ride elephants.
According to PETA Executive Vice President Tracy Reiman, this IS a form of animal abuse. "Elephant rides are abuse—no exception— and no one should even consider climbing on an elephant's back," she wrote to Babe.net in an email.
Tracy further explained that elephants used for rides or performances in India are usually trained through violence at a young age.
"Still-nursing baby elephants are dragged away from their mothers, immobilized, and beaten and gouged with sharp sticks to break their spirits," she told us.
Bumble has not responded to the backlash.