Sendit App Downloads Surge After Yolo & LMK Suspension

Rise of Sendit Following Snapchat App Suspensions

This year, in May, Snap took action by suspending two Snapchat-integrated applications – Yolo and LMK – which facilitated anonymous messaging. This decision followed legal action initiated by a mother whose child tragically died by suicide after experiencing prolonged bullying via these platforms.

Subsequently, with Yolo and LMK unavailable, another anonymous messaging application, Sendit, has experienced a surge in popularity, climbing the charts in app stores as Snapchat users, particularly younger ones, sought an alternative.

Significant Growth in Downloads

App intelligence firm Apptopia reports that Sendit has amassed over 3.5 million installs across both iOS and Android since the initial reports of the suspensions surfaced more than 80 days ago.

This represents a considerably accelerated rate of installation compared to the period when Yolo and LMK were still operational. Prior to the suspension news, Sendit had only recorded approximately 180,000 installs across both platforms, according to Apptopia’s data.

User Sentiment and Market Position

Before May 11, 2021, Sendit received limited user feedback. However, following the suspension of Yolo and LMK, “yolo” quickly became the second most frequently used keyword within Sendit’s user reviews, as indicated to TechCrunch by Apptopia.

A majority of these reviews express positive sentiment, with users describing the app as an improved version of “Yolo.” Essentially, Snap’s action did not diminish the demand for anonymous Q&A apps on Snapchat; it simply established Sendit as the leading application in this market.

Currently, Sendit holds the No. 3 position among Lifestyle apps on the U.S. App Store for Apple devices and has risen to No. 57 on the overall list of top free applications. It even experienced a jump of three ranks between Monday and Tuesday.

App Features and Integration

Similar to Yolo and LMK, Sendit offers anonymous Q&A functionality, a popular activity among Snapchat’s teenage user base. The application also incorporates other interactive games, including “Never Have I Ever,” “This or That,” and “Kiss, Marry, Block.”

It’s important to note that these applications are not officially developed by Snapchat. They utilize Snap Kit, a toolkit for third-party developers, enabling them to create new experiences that integrate with Snapchat’s core features like Stories, Bitmoji, and the Snapchat Camera.

Snap Kit and Developer Guidelines

Snap requires developers utilizing Snap Kit to adhere to its Terms of Service, prioritizing user safety and proactively addressing any reports of abuse. These guidelines are intended to cover instances of bullying, harassment, hate speech, and threats occurring within these third-party services.

Furthermore, applications offering features like friend finding, user-generated content, and anonymity are expected to inform Snap of their moderation practices and customer support response times.

Enforcement Concerns and Ongoing Review

However, the lawsuit brought to light concerns regarding the effectiveness of Snap’s enforcement of these terms. The company has stated it is actively reviewing developers to ensure compliance, but has not yet announced any policy changes resulting from this investigation.

Some child advocacy groups argue that anonymous applications have no place in the lives of teenagers.

Prior Concerns Regarding Anonymous Apps

Even prior to the lawsuit against Snap, applications like Yolo and LMK had already raised concerns among child advocates and parents. Common Sense Media, a non-profit organization providing media recommendations, highlighted that anonymity on social media can lead to risky behaviors.

While anonymity can be appealing, the organization cautioned that it can also foster negativity and encourage sexually explicit risk-taking.

Reviews of Sendit on the App Store (see images) suggest that such issues are, in fact, occurring. (Sendit did not respond to a request for comment regarding its app’s operations.)

History of Failed Anonymous Platforms

The technology sector has witnessed numerous anonymous social applications fail due to issues related to cyberbullying. Following teen suicides linked to the anonymous platform Ask.fm, its owner sold the property to an asset management firm.

Other unsuccessful anonymous apps include Secret, plagued by cyberbullying; Sarahah, banned from app stores and later repurposed; Yik Yak, whose founders departed for Square after widespread cyberbullying; and After School, removed from the App Store. Currently, platforms like Glassdoor and Blind, focused on workplace discussions, have been the only anonymous platforms to achieve sustained success.

Snap’s Future Considerations

Snap now faces the challenge of determining how to enforce its terms on anonymous applications and whether allowing their operation is justifiable, given their documented risks and potential legal ramifications.

If you or someone you know is experiencing depression or contemplating self-harm, The National Suicide Prevention Lifeline (1-800-273-8255) offers 24/7, confidential support, along with resources for prevention and crisis intervention.