A new app called Sarahah has become the most downloaded free app on the iOS store in the last two months, according to Gadgets Now.
This could be because those sending messages have found a safe outlet. Those receiving them have started posting and sharing screenshots of the anonymous critique or praise on their social media feeds.
The developer, an unassuming 29-year-old planning analyst from Saudi Arabia, is confounded by the rapid rise in the app's popularity. Zain Al Abidin Tawfiq says it was intended for self-improvement through feedback. The word "Sarahah" is Arabic for honesty or openness. Tawfiq initially piloted the app with the workplace in mind, as a way to get honest feedback from colleagues.
In India, 7.2 million people have signed up for its web service though a count of app downloads was not available.
Here is how the app works: You sign up either on the website sarahah.com or download the app from the Apple or Android play store. You then get a shareable link to your inbox that you can pass around to friends - people have typically been using it on Facebook, Twitter or Snapchat, where people can send direct messages anonymously .
The sender knows the identity of the receiver, but the receiver will never know who the message came from.
The app was launched as a web service in February this year. By June, it was on mobile app stores. Between July 12 and August 11 alone, Sarahah had more than 1.4 billion page views, over 11 million downloads on iOS and 9 million on Android. But opinion is sharply divided; equal numbers of users have rated the app at one (lowest) and five (highest) on the Google Play Store, with several users reporting cyberbullying and trolling.
But the app has taken a life of its own. For some, it is a way to express political dissent anonymously.
"Become a Hindu, you will look more beautiful," reads a Sarahah message shared on Facebook by Zainab Ahmed. A large chunk of the comments are religion-based, probably because Ahmed regularly expresses her political views on social media sites.
"While some of them have been quite critical, it makes me take a step back and analyse my behaviour. Also, it helped me realise that a lot of people who I thought hated me actually didn't! So, it did help me in letting go of a lot of negativity," she says.
Some are having fun with it. A techie-turned-director shared a post saying: "This is your chance to directly throw your venom at me. I rarely remember appreciations, but whenever someone criticises me, I never forget. So, if you want a place in my heart (or brain), do criticise."
Some are shying away from opening an account fearing trolling and abuse. But the curiosity to unravel the identity of the anonymous through their comments is tempting. "It is addictive. I am aware of the repercussions, but do we just go off social media because we may be trolled there too? We can always control our use, report the sender or even uninstall the app," says a journalist.
"Sarahah has a clear objective - self-development through constructive feedback. I think if we stay focused on that, that will help," says Tawfiq.
Bullying is the one problem that often crops up with anonymous messaging apps. Tawfiq says he is alert to the issue, and is using blocking and filtering mechanisms - but he isn't forthcoming with the details for fear of workarounds. "Sarahah takes this issue very seriously and we have taken several measures to address this challenge and we will continue to enhance them," he says.