In a series of experiments we examined heterosexuals' reactions to the timing of disclosure of a gender-matched confederate's same-sex dating partner. Disclosure occurred in a naturalistic context-that is, it occurred when meeting, or expecting to soon meet, a same-sex attracted individual, who voluntarily shared this information with the participant as a natural part of a broader topic of discussion. The confederate, when disclosing early rather than later, was approached more closely (Prestudy) and liked more (Studies 1-2). Those experiencing early disclosure, compared with later, were less drawn to topics of lower intimacy (Study 1), were happier and more excited about meeting the confederate, and more likely to choose to be alone with the confederate for a one-on-one discussion (Study 2). Further, women experiencing early disclosure were more willing to introduce the same-gender confederate to their friends (Study 2). The benefits of knowing sooner, rather than later, continued to apply even when participants were given further time to process the disclosure. To explore the underlying reasons for the more favorable experiences of upfront disclosure, we examined participants' memory of the information shared by the confederate (Study 3). Results revealed that those who experienced delayed disclosure were more likely to incorrectly recall and negatively embellish information related to the confederate's sexual orientation, suggesting that early disclosure resulted in a reduced tendency to focus on the confederate's sexuality as a defining feature. These positive findings for early timing are discussed in light of previous studies that have found benefits for delayed disclosure and those that have failed to investigate the effects of timing of 'coming out' under conditions of contact.