What it does
1.1.1.1 is a network utility designed to make your internet connection faster and more private. It replaces your device's default connection to DNS servers with Cloudflare's public DNS. The core feature, called WARP, functions as a VPN, encrypting your traffic and routing it through Cloudflare's network to protect your data from third parties and potentially speed up your connection.
Where it shines
The app's greatest strength is its simplicity. The main screen is dominated by a single, large toggle switch (00:24). A single tap is all it takes to connect and secure your internet traffic. Another standout feature is the thoughtful 'Pause' functionality (00:41). Instead of just turning the VPN off, it offers to pause it for a set duration, like 15 minutes, which is a practical solution for when you temporarily need to disable it.
UX highlights
- One-Tap Connection: The home screen's design is focused entirely on the primary action, removing all complexity.
- Clear Status Indicators: The app uses color and simple text ('Connected', 'Disconnected', 'Paused') to make the current connection status immediately obvious (00:27, 00:47).
- Trust-Building Onboarding: Before asking for the crucial VPN permission, the onboarding includes a dedicated screen explaining its commitment to privacy (00:03).
- Contextual Upsell: Premium features are introduced via a non-intrusive bottom sheet (00:49) that can be easily dismissed, rather than a blocking full-screen paywall.
- Accessible Help: The app provides multiple entry points to support, including a prominent help icon on the dashboard (01:36) and options within the settings menu.
Monetization & growth
The app operates on a freemium model. The core DNS and basic WARP VPN services are free. It monetizes through an optional subscription called WARP+, which is presented as an upgrade for optimized, faster internet paths. The upsell appears contextually on the main dashboard (00:49) and within the settings menu (01:55). The subscription screen itself (01:58) is a standard system sheet detailing the single monthly plan at $4.99/mo. The app also encourages organic growth with a prominent sharing feature (02:04) that offers friends a 'faster Internet for FREE'.
Who it’s for
The app is for anyone looking to improve their mobile internet security and privacy without needing technical expertise. Its simplicity makes it ideal for non-technical users who want a 'set it and forget it' solution. It also appeals to privacy-conscious individuals who want to encrypt their traffic on public Wi-Fi or prevent their ISP from tracking their browsing habits.
Notes & opportunities
The feedback submission process has a small point of friction. The 'Describe the problem' field requires a minimum of 20 characters (01:17), but this constraint is only shown as an error after the user has already typed a shorter message. Displaying the character requirement upfront could prevent user frustration. Additionally, while the main screen is simple, discovering deeper features like Account settings or the Help Center requires navigating through the hamburger menu, which might hide valuable options from less engaged users.