Demo the unreleased app to people at SXSW and collect a waitlist

David BarnardStarted to feel pull from the market instead of having to push yourself into the market.

Greg CohnThat's exactly right. And it was like a 10X to 100X level of response from even just friends we were showing this to. So, in that actual stage, we went down to South by Southwest here in Austin, 2012, and it wasn't hardened and ready. It wasn't in the app store or anything like that, but we were showing it to friends on test flight and people... We ended up with the New York Times interview and we ran back to our room, and we set up a war room and set up a launch page. We were capturing waiting lists, names, and we were on a panel. It was just like, it happened really fast.

Greg CohnAnd for us, it was a real sign that there was something here that was actually meaningful, an authentic problem that we're solving for people. And as much as has happened since then, there's a lot of evolution we can get into around our product and around how we've thought about growth and things like that, that fundamental piece has really only deepened, right? Having only one phone number associated with your mobile phone is even more of a …

Greg Cohn… points and then different configurations of phone numbers to extend them. But that's what it was when we launched it. And we priced it out so that we would basically, if a user used every bit of what they were allocated in terms of texts and call minutes that we would... And after Apple got their cut, we would break exactly even on the Twilio costs. And then anything that a user didn't use was profit, basically. So, any breakage was profit.

Greg CohnAnd when we launched, we had like $50,000 in revenue on the first day, right? So, we just got picked up. It was I think GigaOm that covered us and we were on Hacker News as a top story. It was generating debate. You can't recreate that today. Like you said, it's not South by Southwest in 2012, but analogs of that exist today on TikTok and Instagram and anyone can go viral for a feature. And so, we had a little moment where we had initial traction. And at that point, a couple of months had gone by since those early commitments and everything closed within a couple weeks at that moment. And it was like, okay.

David BarnardDid you raise the price?