T listed here are countless programs around now for young folks looking for adore: Tinder, Bumble, and OkCupid, to name a few. Though their rationales vary—Tinder and Bumble is both in regards to the swipe, but on Bumble, girls result in the basic action, with OkCupid you can easily control how much cash facts your reveal up front—they all posses at least one thing in usual: prospective friends judge each other predicated on looks.

But Willow, an innovative new software showing up in software Store on Wednesday, are looking for a different means. Instead of swiping left or correct using the very first selfie you see, you’re prompted to answer some three questions—written by users—that are designed to ignite upwards a conversation. What’s more, consumers decide when of course they would like to discuss images together with other people; in the beginning, the answers to these questions are common potential schedules see.

The app’s founder Michael Bruch claims Willow throws the “social” in social media marketing. Bruch, today 24, was new out of ny institution when he established the application this past year. He states he had been seeking complete a void the guy noticed when making use of internet dating programs that centered on swipes instead of everything including.

“You can match with a lot of people who you believe are good looking you don’t actually know a great deal about them before you starting talking to them,” Bruch says to TIME. “If I’m browsing spend time with anyone i wish to realize that we one thing to chat about–that’s what’s vital that you me personally.”

Bruch is actually hoping that same desire for conversation is essential to many various other young adults nicely. So far, Willow have gained some traction. Over 100,000 consumers downloaded the beta type of the software that launched in August, delivering on average three communications every single day.

What’s more, folks are deploying it for more than only discovering adore. “It’s be a little more about social finding than purely matchmaking,” Bruch says. “If you need to access a posses a casual dialogue about game titles you’ll, and also use it to spark up an enchanting talk with individuals that is lower than 30 kilometers out.”

The form of the application circulated Wednesday also contains a “Discover” function that helps people hunting what’s trending and better evaluate issues they’d want to consider answering.

It’s a fascinating strategy considering the thought of shallow characteristics of today’s millennials—the myself Generation, as TIME’s Joel Stein pronounced in 2013. Today’s dating software apparently feed to their internal narcissists. Therefore’s much easier to make anybody lower predicated on only their own face without when you’ve going up a conversation. To see exactly how consumers reacted to profiles without photo, OkCupid one of the biggest internet dating sites, hid visibility images temporarily in January of 2013 dubbing it “Blind Date Time.” They learned that their particular people had been much more likely to react to basic messages throughout that opportunity, nevertheless second the images are turned-back on, talks ended–like they’d “turned on the brilliant lighting within pub at midnight,” blogged one Chris Rudder, the site’s creators.

Despite the fact that significantly disappointing consequences, some millennials eventually find that the force of placing the face online for all the public to judge is intimidating—and sometimes, risky. Just one single peek within jerky communications published with the Instagram accounts Bye Felipe (which aggregates adverse emails lady get on line) offers a good sense of just how difficult it can be for many individuals, but specially for ladies, trying to browse in that visual space. People are aggressive, fetishizing, and utterly terrible.

Software like Bumble seek to let female prevent that by putting the effectiveness of striking right up dialogue in only in their fingers. But Willow wants to replace the focus completely, through the means somebody looks about what his or her passion were. “If the photo is certainly not being blasted available to choose from, the quantity of harassment and emails you’re getting off the split will be lower,” Bruch states.

On its exterior, the app’s objective seems like a cheesy range from a rom-com: a hapless sap complaining they want somebody would capture fascination with their mind and never their looks. But, Bruch and Willow’s more founders include wishing it offers habbo dating website created a location among countless applications that cater to the millennial generation’s existence online.