GoKawiilSomewhere above the Great Plains, a virtual woodpecker is on its way to Alaska to deliver a message to my anonymous pen pal. At the same time, a zebra finch named Tucker soars into Manhattan to send a friend my shabby doodle of the Cool S.
These messages take hours or even days to send, depending on how far the bird has to fly, as that’s the point of Roost, the viral “slow-cial” app that’s making carrier pigeons cool again. Roost arrives at a time when people crave the opportunity to slow down and disconnect from the apps that constantly demand their attention and are embracing technology that adds friction.
“Everything on a phone is instantaneous these days — every single thing you do, it’s like you’re always getting some notification or something,” Roost creator Logan Mendelsohn told TechCrunch. “[Roost] is kind of a break from the instant. It’s resonating with people in a way where they don’t feel pressure all the time to have to do something.”
Image Credits:Roost, screenshots by TechCrunch
When you sign up for Roost, you choose four birds to add to your rookery, which allows you to send messages to your friends on the app.
Each bird moves at the speed that it travels in real life, so a falcon will deliver a message much faster than a hummingbird. (Yes, not every bird is a carrier pigeon, but including other species makes collecting birds and seeing your friends’ birds more interesting.) If you really want to slow things down, you can send snails or turtles instead.
A senior product manager in trust and safety at Ticketmaster, Mendelsohn started building Roost as a fun side project to use with his friends, but they loved the app so much that they encouraged him to publish it to the App Store.
Mendelsohn’s friends were onto something. The app developed a very small niche following, but it started to grow exponentially when a mother posted on Threads about how her daughter was communicating with her friends in Elizabethan English on an app that sends messages at the speed of actual birds.
Within three days after that post, the app grew from 10,000 to 100,000 users. Now, about five weeks later, Roost is about to hit 300,000 users.
“The people are what really make this platform, and what people kept talking about is how wholesome it is, and how whimsical it is, and how much this really helps them put more intention into what they’re saying to people,” Mendelsohn said. “There’s a lot less pressure when you know that the message isn’t going to someone immediately that I think has really resonated with the user base.”
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