I've recently developed a daily habit—perhaps one I should cut back on—of visiting several subreddits to keep up with things like audio production and the Russian invasion of Ukraine. But this weekend, Reddit simply wouldn't let me visit their site on my mobile phone.

Instead, a new overlay popped up saying, 'Get the app to keep using Reddit.' There was no way to skip or bypass it. It did not provide any instructions or alternatives for continuing to use the web version. The only option was a large button directing me to download their app.

The block seemed curious, given that Reddit began as a website, and websites generally want traffic. Few are in the practice of turning traffic away.

But some services, including X and Instagram, aggressively push users toward apps—or at least towards being logged in to them. According to a spokesperson for Reddit, 'We recently started running a test for a small subset of frequent logged-out mobile users that prompts them to download the app after visiting the site. These users are already familiar with Reddit and we’ve seen that the experience is much better for them in the app.' The app offers a more personalized experience and users can more easily find communities that match their interests.