App Showcase: Onoff Numbers
App info
- App name: Onoff Numbers
- Onboarding steps: 7
- Paywall type: No Free Trial - Soft Paywall
- Monthly installs: 20,000
- Monthly revenue: $800,000
- App category: utilities
What it does
Onoff Numbers is a telecommunications utility app that provides users with a secondary virtual phone number. It allows people to separate their personal and professional lives by making calls, sending SMS, and managing voicemails through an app interface, completely bypassing the need for a second physical SIM card or a secondary device.
Where it shines
The app excels in getting users to the core value proposition immediately. Right after launch (00:06), users are not bogged down by account creation; instead, they immediately begin selecting their desired country and browsing lists of available phone numbers. Furthermore, at 01:49, the app integrates a highly familiar, native-feeling dialer and contact management system, ensuring the learning curve is practically non-existent for anyone who has used a standard smartphone.
UX highlights
- Investment before friction: By allowing users to browse and pick a specific phone number before asking for an email or password, the app secures user intent early on.
- Progressive disclosure on pricing: The paywall (00:20) keeps the main screen clean but offers a deep-dive "Number features" modal for users who need to read the fine print before committing.
- Contextual permission requests: At 01:16, the app uses a well-designed warmup screen to explain why it needs access to contacts, notifications, and the microphone before triggering the system prompts.
- Native familiarity: The layout for calls, messages, and contacts mimics default OS designs, reducing cognitive load and making the app feel like a seamless extension of the phone.
Monetization & growth
The monetization strategy is direct and subscription-based. The app places its first paywall (00:20) right after the user selects their desired number, acting as a gate to claim it. Later, a secondary paywall (01:42) shows up when attempting to get another number, this time employing a "-31%" discount badge on the yearly plan to incentivize longer-term commitments. Credits are also sold separately for international dialing.
Who it’s for
This app is built for freelancers, small business owners, and anyone looking to protect their privacy. It serves users who need a dedicated line for work calls, online marketplaces, or dating apps, but do not want the hassle or expense of carrying a second mobile device.
Notes & opportunities
Triggering the Apple App Tracking Transparency (ATT) prompt at the absolute beginning (00:02) before any value is demonstrated is a missed opportunity. Users have no context for why tracking is needed yet. Moving this prompt deeper into the flow, perhaps after the user has successfully acquired their number, would likely improve opt-in rates.