Somewhere above the Great Plains, a virtual woodpecker is carrying a message toward Alaska. A zebra finch named Tucker is soaring into Manhattan with a friend’s doodle. These deliveries take hours or days, depending on how far the bird has to fly — and that’s exactly the point of Roost, the viral “slow-cial” app that has attracted nearly 300,000 users in about five weeks.
Roost arrives at a time when many people are seeking ways to disconnect from apps that constantly demand their attention. “Everything on a phone is instantaneous these days — every single thing you do, it’s like you’re always getting some notification or something,” 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.”
Also read: Final call: Startup Battlefield Australia applications extended to July 20
How Roost works
When you join Roost, you choose four birds to add to your rookery. Each bird moves at its real-life speed — a falcon delivers faster than a hummingbird. Users can also send snails or turtles for even slower delivery. The app deliberately does not support photo sharing yet, as Mendelsohn wants to build out content moderation tools first.
Mendelsohn, a senior product manager in trust and safety at Ticketmaster, built Roost as a side project for friends. They loved it and encouraged him to publish it on the App Store. The app developed a small niche following, but growth exploded when a mother posted on Threads about her daughter communicating with friends in Elizabethan English on an app that sends messages at bird speed. Within three days, Roost grew from 10,000 to 100,000 users.
Also read: Chevy Built a 410-Mile EV Truck That Drives Like a Car. Why Won’t Anyone Buy It?
Privacy by design
As a trust and safety professional, Mendelsohn prioritized privacy from the start. By default, only a user’s city is shared with friends. A “close friends” feature allows sharing precise location with specific people. The Pen Pals feature lets users exchange messages with anonymous users in their age group, with explicit warnings not to share personal details.
“I personally think that for any new platform that connects people, trust and safety should be the first thing they think about,” Mendelsohn said. “When you’re able to start at zero with that lens, then you can build it into the platform instead of doing it later.”
The AI art controversy
Mendelsohn used Claude Code and AI-generated art for bird images throughout development. Users complained when they learned the art was AI-generated. “On the AI art side, I completely understood the feedback. I won’t lie, it was daunting to see the reaction online,” he said. “At the same time, I also knew I couldn’t flip a switch overnight. Replacing the art in an app this size takes time, planning, and money.”
He launched a contest for artists to contribute original art, which has satisfied complaints for now. The situation reflects a rising tension in the consumer app space, where many users boycott AI art out of respect for artists. Mendelsohn has no outside funding, and the app only generates revenue from in-app purchases like extra birds.
Frequently Asked Questions
How does Roost’s messaging speed work?
Roost uses virtual birds that travel at real-world speeds. A falcon delivers a message faster than a hummingbird, and users can also send snails or turtles for even slower delivery.
Is Roost free to use?
Yes, Roost is free to download and use. It generates revenue through in-app purchases like extra birds, but no subscription is required.
What privacy features does Roost offer?
By default, only a user’s city is shared with friends. A ‘close friends’ feature allows sharing precise location with specific people, and the app warns users not to share personal details when using the anonymous Pen Pals feature.
Why did Roost’s creator use AI art?
Logan Mendelsohn used AI-generated art for bird images as a solo developer with limited resources. After user backlash, he launched a contest for artists to contribute original art, and he plans to replace the AI art over time.
