Sincerely Revenue & Ads
An anonymous letter app where people write out their worries, receive letters from strangers and reply with support.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202610 min readPricing play
Est. monthly revenue
$104K
↑ 1.2% vs prev. period
Downloads / month
52K
↑ 1.1% vs prev. period
Rating
4.7
35.8K ratings · #61 in New Zealand
Meta ads running
277
377 found · median 30
Sincerely revenue and downloads trend
Est. monthly revenue
$104K ↑ 4.9% in 90 days
Jul 22, 2026: $99KOct 18, 2026
Monthly downloads
52K ↑ 4.8% in 90 days
Jul 22, 2026: 50KOct 18, 2026
Daily estimates from AppKittie, 86 days ending Oct 18, 2026. Revenue changed +5% and downloads +5% over the period. Meta ads live went from 190 to 277 between Aug 24, 2026 and Oct 18, 2026.
Sincerely Meta ads: 277 active, longest running 249 days
Top 12 by days live out of 377 found (12 video and 0 image creatives). Tap any one to open the original in the Meta Ad Library.
#1249 days liveGoogle PlayAd copy“Sincerely is a safe place to get things off your chest and help others.”Why it worksVideo calling Sincerely a safe place to get things off your chest and help others, 249 days, Google Play.
#2230 days liveGoogle PlayAd copy“Sincerely is a safe place to get things off your chest and help others.”Why it worksSame safe place line on a second video, 230 days live, sent to Google Play.
#3227 days liveGoogle PlayAd copy“Sincerely is a safe place to get things off your chest and help others.”Why it worksThird video with identical copy, 227 days live, also linked to Google Play.
9 more Meta ads are locked
Unlock freeAds from the Meta Ad Library via AppKittie, snapshot Oct 16, 2026. Store data from the App Store.
A Paywall on a Free Community, and the Backlash
Sincerely: Vent & Confess is an anonymous letter exchange from MWM where users share burdens and answer strangers. As of Oct 2026 it makes an estimated $104K a month from 52K downloads, 1.4x the Lifestyle median. Two plan families, Premium and Club, from $4.99 to $49.99, and 45.0% of the latest 200 reviews mention price, trial or subscription, most of them angry.
Key takeaways
- 10 in-app purchases at 6 prices across Premium and Club: $7.99 a week, $4.99, $5.99 or $49.99 on monthly items, and $29.99 or $39.99 a year.
- Of the latest 200 reviews, averaging 2.61, 90 (45.0%) mention price, trial or subscription and 68 of those are negative.
- 277 active Meta ads, 9.2x the Lifestyle median of 30. All 12 top ads are video on one line about a safe place to get things off your chest.
- Estimated lifetime Meta spend is $95K reaching 5.2M people, 63.7% aimed at women and 50.9% at ages 25 to 34.
- Revenue is steady: in an 86 day trend window it grew 4.9% to $104K, while the app holds a 4.7 store rating from 35.8K reviews.
Full teardown
Unlock 9 more Meta ads
Unlocked. Everything on this page is open now.
Where Sincerely spends on Meta
Audience and spend estimates built on Meta Ad Library data (reported for ads shown in the EU, with other countries modeled), lifetime of the ads found. The biggest audience is 25-34, taking 50.9% of spend.
Est. spend
$95K
Reach
5.2M
Avg. CPM
$18.28
Ads delivered
377
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| United States est. | 3.4M | $72,007 | 76.1% |
| United Kingdom | 1.4M | $18,998 | 20.1% |
| Germany | 219.6K | $2,359 | 2.49% |
| Netherlands | 97.9K | $918.27 | 0.97% |
| Denmark | 38.9K | $369.30 | 0.39% |
Rows marked est. are modeled by AppKittie from Ad Library coverage, not reported by Meta.
What Sincerely does differently
Two plan families, six prices
1.3x
spread between the two annual prices
Reviews say it was free
45.0%
of recent reviews mention price or trial
One safe place line
249 days
live for the oldest top ad
The measurement gap
68
negative price mentions in 200 reviews
1. Two plan families, six prices
Sincerely sells two layers. Premium comes weekly at $7.99 or monthly, and Sincerely Club comes monthly or annual. The 10 in-app purchases resolve to 6 prices: $7.99 a week, $4.99, $5.99 and $49.99 on monthly items, and $29.99 or $39.99 a year, a 1.3x annual spread with the cheapest year at 50% of twelve monthly payments. The top annual price matches the Lifestyle median of $39.99. Reviews quote the $7.99 weekly price directly, which shows that the weekly tier is what users notice first. The two layers, a cheap club for supporters and a premium tier for heavy readers, may draw fewer complaints if Sincerely leads with the annual price, not the weekly one.
2. Reviews say it was free
The latest 200 reviews average 2.61, against a 4.7 store rating from 35.8K reviews. 83 are one star. 90 of the 200 mention price, trial or subscription, and 68 of those are negative. The quotes share a story: long time users who relied on the app through hard years now find daily letters locked behind premium, ads or a wait, and call it money hungry. Sincerely is 48 months old, so these are loyal users reacting to a change, not new users reacting to a price. Sincerely's lesson is in the order: decide early what stays free for the people who make the community, and add paid features on top rather than removing free ones.
3. One safe place line
Sincerely is a safe place to get things off your chest and help others. That sentence runs on all 12 top ads, all video, and the only variation is a web address added to 6 of them. The other 6 link to Google Play. The oldest has run 249 days and the median 174, inside an account of 277 active ads, 9.2x the Lifestyle median, that grew 45.8% over 37 days of tracking. Estimated Meta spend of $95K went 63.7% to women and 50.9% to ages 25 to 34. Sincerely's message names both sides of the product, venting and helping, in one plain sentence, and stays fixed while the video changes.
4. The measurement gap
Sincerely runs 277 active Meta ads on a promise of a safe place, then asks users to pay through Premium and Club plans from $4.99 to $49.99. The question is which ad brings users who pay for Club and stay, and whether new paid users outweigh the long time free writers the paywall is pushing out.
How much does Sincerely cost?
10 in-app purchases, 6 distinct prices, annual plans from $29.99 to $39.99. Prices as listed on the US App Store, Oct 16, 2026.
| Weekly | $7.99 |
|---|---|
| Monthly | $4.99 · $5.99 · $49.99 |
| Annual | $29.99 · $39.99 |
Sincerely vs the Lifestyle median
| Sincerely | Median | |
|---|---|---|
| Est. monthly revenue | $104K | $74K |
| Downloads / month | 52K | 30K |
| Meta ads running | 277 | 30 |
| Rating | 4.7 | 4.5 |
| Lowest annual price | $29.99 | $39.99 |
Median of 61 Lifestyle apps with active Meta ads in our set. See the Lifestyle hub ›
What Sincerely users say about paying
Of the latest 200 reviews, averaging 2.61, 90 (45.0%) mention price, trial or subscription and 68 are negative, mostly long time users upset that daily letters now need premium or ads.
Latest 200 US reviews, May 22, 2026 to Oct 16, 2026
Mention price, trial or subscription
45%90 of 200 reviews, 68 of them 1 or 2 stars
After almost three great years, I had to leave. This truly used to be a free, usable app, but I’ve watched it become a money hungry, subscription-based amalgama…
This app used to be awesome but now the developers made it so you can’t read all your daily letters unless you pay for the premium version, watch ads, or wait 2…
How to measure a playbook like Sincerely's
Sincerely runs 277 active Meta ads on one line and sells Premium and Club plans while reviews push back on price. Measuring it means tying each ad to users who pay and stay.
- 01
Connect RevenueCat to see revenue by channel
Every purchase and renewal joins the install it came from, so each channel shows real revenue, not only installs.
- 02
Compare markets, not only campaigns
With several price points, the same campaign earns different revenue per country. Break revenue down by country and channel together.
- 03
An annual buyer and a monthly buyer look the same at install. Retention by channel shows which source keeps paying.
Measure this on your own app with Airbridge Core
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How we built this teardown
- Revenue and downloads are third-party estimates from AppKittie, snapshot Oct 16, 2026. Store intelligence estimates for a single app can be off by 30% or more. Treat them as a range, not a figure from the developer. Daily revenue and download series cover 86 days ending Oct 18, 2026.
- Ads come from the public Meta Ad Library. "Days live" counts days since an ad first appeared. Spend and audience breakdowns start from Meta's EU transparency figures; country splits outside the EU are AppKittie models.
- Prices, ratings and ranks come from the App Store (US storefront) on the same date. Prices differ by country and by paywall offer. Review stats use the latest 200 US reviews from Apple's public review feed.
- Category medians are computed across 61 Lifestyle apps with active Meta ads in our set of 860 subscription apps.
- Written by Hyunjong Choi. Ads, prices and estimates are refreshed every 30 to 90 days. Updated Oct 19, 2026.
Top Lifestyle apps by estimated revenue
All 25 ›| # | App | Est. revenue / mo | Ads live |
|---|---|---|---|
| 1 |  Tinder Dating AppTinder LLC | $55M | 36 |
| 2 |  Tipsy ChatLIGHTSPEED INTELLIGENCE PTE. LTD. | $11M | 883 |
| 3 |  PUREOnline Classifieds AG | $5M | 18 |
| 4 |  FeeldFeeld Ltd | $4M | 145 |
| 5 |  happnHAPPN SAS | $1M | 117 |
| 35 | SincerelyMWM | $104K | 277 |
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BreezeFrequently asked questions about Sincerely
How much does Sincerely make?
An estimated $104K a month as of Oct 2026, 1.4x the Lifestyle median of $74K, up 1.2% on the previous period. These are AppKittie estimates, not figures reported by MWM.
How much does Sincerely cost?
Sincerely lists 10 in-app purchases at 6 prices on the US App Store: Premium at $7.99 a week, monthly items at $4.99, $5.99 or $49.99, and Club at $29.99 or $39.99 a year.
How many ads does Sincerely run?
277 active Meta ads as of Oct 2026, out of 377 found, 9.2x the Lifestyle median. All 12 top ads are video.
Why do Sincerely reviews mention price?
45.0% of the latest 200 reviews mention price, trial or subscription. Long time users say the app used to be free and now locks letters behind premium.
How fast is Sincerely growing?
Slowly. In an 86 day trend window downloads grew 4.8% to 52K and revenue 4.9% to $104K.
Where is Sincerely most popular?
Its only tracked category rank is #61 in New Zealand, while the United States takes 76.1% of its estimated Meta spend.
Who makes Sincerely?
MWM makes Sincerely. It launched on Oct 11, 2022, is 48 months old and holds a 4.7 rating from 35.8K reviews.
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Hyunjong Choi LinkedIn
Go-to-market, Airbridge Core
Works on go-to-market for Airbridge Core, the self-serve attribution plan for subscription apps. Writes these teardowns from public App Store data, the Meta Ad Library and AppKittie estimates.
About Airbridge
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