Drop the $1.99 download price once there is money to cover free users

Greg Cohn… think it was maybe more driven by signals that there was a consumer app here that had resonance. And we didn't invent the category of the second phone number. Google Voice predated us by a number of years. It's a free product. Skype had a variation of this. And what we did do was we reinvented it for mobile and we made it much more oriented to the privacy control oriented consumer. And the UX was just, I think, 10X better, not that I'm biased.

Greg CohnIt was better enough to generate a lot of interest and people willing to pay us a classic painkiller, not a vitamin, right? So, at that point, yeah, I think we raised an angel round. The thing we wanted to do was take the paid download off, right? Became a free download. We figured out the conversion math, and then we also launched an Android in that next six or eight months. And then we actually subsequently raised a VC round, which is its own set of things and dynamics. But again, I think that was very driven by those early signals.

Greg CohnAnd coming back to your comment about pivoting or understanding when you have that, one of the signals you can start to see once you have a little bit of traction, of course, is retention. And so, not just revenue retention, but there's any number of ways you can look at what's your DAU to MAU ratio and how often are people coming back and using an app, or what hooks can you evolve to reengage people and all that?