Push It - Send Push Notifications to Friends

A New App, Push it, Reaches Top of App Store Charts

A recently launched application, named Push it, has quickly ascended to the number one position in the App Store, despite offering a seemingly simple function: the ability to send “push notifications to friends.” The app’s presentation is minimal, featuring only two screenshots – a prominent red button and a straightforward black-and-red screen displaying the word “sending.” This raises questions about its rapid success and usability.

The Connection to Sendit

Push it is the latest project from the creators of Sendit, a platform app known for its augmented reality games and anonymous question-and-answer features.

Understanding Sendit is crucial to grasping the purpose behind Push it.

Sendit has gained popularity, particularly among younger users, who utilize the app for gaming and communication with their Snapchat contacts. According to Sensor Tower data, Sendit has been downloaded almost 9 million times globally and has generated approximately $3 million in consumer spending.

Recent Growth and Controversy

The app experienced a surge in installations following Snap’s suspension of Sendit’s competitors, YOLO and LMK. These apps were subject to a lawsuit initiated by a mother whose son tragically died by suicide after experiencing anonymous bullying on their platforms.

Despite offering its own anonymous features, such as the “ask me anything” game, Sendit has, thus far, avoided similar repercussions. However, some user reviews have also reported instances of bullying, yet Snap has not yet taken action. Following the appointment of its first global head of platform safety, Snap stated it is currently reviewing its app ecosystem and policies.

Furthermore, some users suspect that Sendit employs bots to generate questions that their friends would not realistically ask.

One App Store reviewer wrote: “This app randomly sends you fake/automated questions. For example, me and all of my friends are mid-20s and older and we’ve all gotten the same question about ‘do u have trust issues,’ ‘who’s the best person to copy homework from?’ 

Another reviewer expressed: “Ok so I can tell that the questions are 100% not from anyone I know, in fact I’m pretty sure this is fake. I’m convinced that the questions are from AI. They are just random cheap questions that nobody would ask like “who would you choose to be on your team in a zombie apocalypse?” Like that’s stupid. Nobody just asks that. Make a real app.” 

Sendit’s Founder Responds

Hunter Rice, Sendit’s founder, refutes the claim of bot involvement. He also disputes the notion that anonymity is the primary driver of Sendit’s adoption among teenagers.

“Our users gravitate towards Sendit because of its awesome AR experiences,” Rice explained. “Our mission is to discover new methods for simplifying conversations with friends. We identified this engaging format through these AR games. That’s the core of Sendit’s success,” he stated.

Currently, Sendit provides games like “Never Have I Ever,” “Truth or Dare,” and others that appeal to a younger audience. It also allows users to pose questions such as “Who do you ship me with?” or “Confessions — say who you have a crush on,” and “Compatibility test,” reflecting topics commonly discussed among teenage friends.

Push it: A New Approach to Conversation

Rice asserts that his team’s new app, Push it, also aims to explore innovative ways to encourage communication.

However, Push it differs significantly, offering a basic tool for sending notifications directly to friends’ iPhones, rather than AR Lens games or Q&As for Snapchat.

“With Sendit, we discovered a compelling format within these AR interactions. We aimed to replicate that mechanic using a different approach,” Rice said.

The app features a simple follower/following model, enabling users to send push notifications to their subscribers. Followers can then respond to these notifications, initiating one-on-one conversations, similar to Sendit.

The company believes this functionality could be adopted by friend groups or utilized by content creators and brands.

Privacy Concerns and Functionality

Push it requires complete access to your iPhone’s Contacts. It also provides tools to invite friends via text messages, presenting an “OK” button next to a friend’s name to generate a text message invitation. (It remains unclear whether the app randomly selects contacts from your address book for these invitations.)

Given the current emphasis on privacy, SMS-based growth strategies are often viewed negatively, recalling past instances of excessive app invite spam. Fortunately, Push it does not automatically text your friends, but prompts you to do so. (However, the app’s privacy policy raises concerns about the handling of personal data, stating that it will be used for marketing and shared with vendors and business partners.)

The app also actively encourages 5-star reviews, displaying a pop-up window promising a “special message” in exchange for a positive rating on the App Store.

Launch and Viral Spread

Sensor Tower data indicates that the Push it iOS app was initially published to the App Store in late October under the name “Project Red.” It became available in select markets, including Australia and California, only recently. Its rapid ascent to the number one position is considered unusual, suggesting reliance on pre-launch marketing or growth tactics, similar to other apps like Poparrazzi.

However, Rice maintains that the app’s success is entirely organic, although he acknowledges the company used social media to promote the launch. The Push it Instagram account currently has around 32,000 followers.

Sensor Tower data reveals that the app has already gone viral in five countries: the U.S., Canada, Bermuda, Ireland, and Norway. It also ranks among the top 10 in Great Britain, the Netherlands, Australia, Finland, and New Zealand. (Notably, many of these countries were not initially listed as launch markets on Push it’s Instagram.)

Limited Functionality and User Confusion

Currently, the app is largely non-functional in markets where it hasn’t been fully launched, including most U.S. states. Users can only claim their username and await activation in their region. This has led to confusion and frustration, with users expressing sentiments like “Bruh when is it gonna work” or “what’s the point of this” or “I’m so confused lmao.” 

“We’re ensuring a smooth rollout and optimal user experience. We want to provide access to everyone soon, while maintaining server stability,” Rice explained.

The Team Behind the Apps

Push it and Sendit are developed by a team of 10 individuals at fullsenders, primarily based in Santa Monica. The company has received an undisclosed amount of funding.

Future Challenges

The true test for Push it lies in its ability to maintain its high ranking in the App Store, whether organically or through other means. It may also face increased regulatory scrutiny regarding social experiences designed for minors and younger teens. If Push it gains significant traction, it may need to revise its privacy policy and explore sustainable revenue models.

Currently, Push it is not generating revenue.

“Our primary focus is on building a thriving community and creating engaging features that users enjoy,” Rice said. “If we can deliver value through the product itself, we’ll develop a business model that benefits the company.”

Push it is currently available exclusively on iOS.