T listed below are plenty of programs available on the market now let’s talk about young individuals in search of like: Tinder, Bumble, and OkCupid, among others. Though their rationales vary—Tinder and Bumble tend to be both about the swipe, but on Bumble, women make the very first move, with OkCupid it is possible to get a handle on how much information your unveil up front—they all have actually one or more thing in typical: Potential friends assess each other according to styles.

But Willow, another software showing up in software Store on Wednesday, is actually seeking a separate method. In the place of swiping remaining or best on the basis of the basic selfie you can see, you’re encouraged to answer a couple of three questions—written by users—that are made to ignite right up a discussion. What’s much more, customers choose when of course, if they wish to display photos together with other people; to start with, the answers to these concerns are potential times see.

The app’s founder Michael Bruch claims Willow places the “social” in social media marketing. Bruch, today 24, had been new away from ny college as he established the software just last year. According to him he was seeking to complete a void the guy observed when utilizing dating software that centered on swipes rather than that which you like.

“You can complement with a bunch of people who you think are fantastic searching however don’t actually know a lot about them unless you begin speaking with them,” Bruch informs ENERGY. “If I’m likely to spend some time with some one I would like to know that we’ve got one thing to talk about–that’s what’s crucial that you me personally.”

Bruch is actually wishing that exact same desire for discussion is very important to numerous some other young people as well. So far, Willow provides achieved some traction. Over 100,000 people downloaded the beta form of the application that launched in August, giving on average three emails on a daily basis.

What’s considerably, folks are utilizing it for over merely locating appreciation. “It’s become more about personal breakthrough than strictly dating,” Bruch says. “If you need to access it a have a laid-back dialogue about games possible, and you will also use they to spark upwards an intimate conversation with somebody that is under 30 miles away.”

The version of the software circulated Wednesday also includes a “Discover” ability that can help people bing search what’s hot and better sort through inquiries they’d be thinking about responding to.

It’s an interesting means considering the thought of shallow nature of today’s millennials—the myself Generation, as TIME’s Joel Stein pronounced in 2013. Today’s online dating software seem to give in their inner narcissists. And it’s easier to show some one down considering only their face rather than when you’ve going right up a conversation. To see how people reacted to users without pictures, OkCupid one of the largest adult dating sites, hid profile photo temporarily in January of 2013 dubbing it “Blind Date Day.” They learned that their users comprise more likely to reply to earliest communications through that opportunity, although min the images happened to be turned-back on, talks ended–like they’d “turned about vibrant bulbs at the pub at midnight,” blogged one Chris Rudder, the site’s creators.

Despite that significantly depressing consequences, some millennials eventually find the force of placing that person around for general public to judge is intimidating—and in some instances, unsafe. Only one peek at the jerky communications submitted into Instagram profile Bye Felipe (which aggregates adverse information females get internet based) provides a sense of how annoying it could be for many people, but specifically for ladies, attempting to browse where graphic room. Folks may be aggressive, fetishizing, and completely terrible.

Apps like Bumble seek to let females prevent that by getting the effectiveness of hitting right up discussion in solely in their palms. But Willow really wants to alter the focus entirely, from way someone looks as to the his/her hobbies become. “If your image is not are blasted available to choose from, the number of harassment and messages you’re getting from the split is likely to be reduced,” Bruch states.

On its area, the app’s goal feels like a cheesy line from a rom-com: a hapless sap whining that they wish anyone would capture desire for their views and never their looks. But, Bruch and Willow’s other founders were wanting it has carved a place one of the numerous programs that focus on the millennial generation’s lifetime on the web.