The CEO of viral app Yo, which has gained over 1 million users in four days, has denied that the app is a gimmick and outlined plans for its future.
Or Arbel, co-founder and chief executive of Yo, which allows users to simply send the word "yo" to others and nothing else, told CNBC that users of the app would soon get notifications from "whatever interests you".
But he added that additional features - like links and photos - would not become part of Yo.
"The different thing about Yo is it's just 'yo' and nothing else," he said. "Some people understand it, some people don't. It's new, we get it."
The app - which was built in just eight hours and has already raised $1 million in seed funding - has proved divisive in the tech community, with some disregarding it as a gimmick.
But Jack Kent, mobile media analyst at IHS Technology, said, "gimmick or not, it's clearly popular."
"In the mobile apps business, particularly among social apps, the strategy is always to acquire users first, monetize second," he told CNBC. "The social nature of Yo makes user acquisition the easy part, monetization will be much more difficult."