OnPhone - Second Phone Number

What it does

OnPhone is a utility app that provides users with a second, virtual phone number. This allows for private calls and texts directly from the app, separating personal and professional communication. Beyond just providing a number, the app also functions as a communication hub with features like call recording and voicemail. Additionally, it offers eSIM data plans, turning it into a tool for international travelers who need connectivity without physical SIM cards.

Where it shines

OnPhone excels in its direct and feature-rich user experience after the initial setup. The dialer is clean and functional, and the process of making a call is straightforward. A key moment is at 03:30, where the user can activate call recording with a single tap during an active call, a high-value feature made incredibly accessible. The app also clearly displays the user's credit balance and trial status on the 'My Numbers' screen (04:31), providing transparency about usage and subscription status.

UX highlights

Contextual Actions: The in-call screen (03:28) provides clear, essential options like mute, keypad, speaker, and the notable 'Record Call' button, making powerful features available right where the user needs them.
Clear Status Display: The 'My Numbers' screen (04:31) serves as an effective dashboard, showing the active number, call recorder status, remaining trial days, and credit balance all in one place.
Hybrid Navigation: The app uses a standard bottom tab bar for primary navigation (Recents, Keypad, Messages, etc.), but also uses a settings icon in the header for account-level management, separating task-based and administrative navigation.
In-App Onboarding for Features: The settings menu contains tutorials and setup guides for features like the Keyboard Translator (06:49) and Widgets (06:54), educating users on how to get more value from the app.
Feedback Prompts: After a core action like ending a call, the app prompts for feedback (03:50) and then directs the user to the App Store for a rating (03:55), capitalizing on moments of successful task completion.

Monetization & growth

Monetization is a central part of the user journey. The app uses a clever bait-and-switch during onboarding: it first presents a standard subscription paywall (00:27), but after the user signs up and grants permissions, it pivots to a more enticing 3-day free trial offer (01:08). This builds user commitment before the final ask. The app also employs a hybrid model, displaying banner ads (01:46) even after the user has subscribed, suggesting multiple revenue streams from subscriptions and advertising. Credits, displayed as a 'balance' (04:31), are used for calls, creating a consumable-based economy within the app.

Who it’s for

OnPhone is designed for a few key user groups. First, small business owners or freelancers who need a dedicated business line without a second physical phone. Second, individuals who want to protect their privacy by using a separate number for online registrations, dating apps, or marketplaces. Finally, with its integrated eSIM plans (04:43), it's also for international travelers looking for a convenient way to get mobile data abroad without swapping SIM cards.

Notes & opportunities

While the app is feature-rich, there are small points of friction. The number chosen in the initial flow is a 'Calls Only' number, but the app has a 'Messages' tab. Tapping the compose button leads to an error 'SMS not available for this number' (04:21). This could create confusion. Clarifying number capabilities earlier in the selection process could prevent this mismatch of expectations. Additionally, showing ads to a user who is on a paid trial might feel counterintuitive and could be tested to see its impact on trial-to-paid conversion rates.