T listed below are countless apps obtainable now for young individuals looking for really love: Tinder, Bumble, and OkCupid, among others. Though their rationales vary—Tinder and Bumble is both about the swipe, but on Bumble, ladies result in the basic action, along with OkCupid it is possible to controls just how much information your reveal up front—they all need a minumum of one thing in usual: Possible mates assess the other person considering looks.

But Willow, a new application hitting the software shop on Wednesday, is searching for a different method. Rather than swiping left or right based on the first selfie the truth is, you’re prompted to respond to a collection of three questions—written by users—that are designed to ignite right up a discussion. What’s much more, customers choose whenever and when they wish to display photographs together with other users; to start with, the answers to these questions all are potential dates read.

The app’s creator Michael Bruch claims Willow places the “social” back social media. Bruch, today 24, was fresh out of ny college as he established the software last year. He says he had been looking to fill a void the guy observed when making use of online dating apps that concentrated on swipes instead what you like.

“You can accommodate with a number of people that you imagine are fantastic hunting however don’t truly know a lot about all of them until you start conversing with all of them,” Bruch tells ENERGY. “If I’m likely to spending some time with someone i wish to realize we one thing to chat about–that’s what’s important to me personally.”

Bruch is wanting that exact same interest in conversation is very important to numerous more young adults besides. Up to now, Willow has actually achieved some grip. Over 100,000 consumers downloaded the beta type of the software that established in August, sending typically three messages each day.

What’s considerably, everyone is deploying it for over merely locating enjoy. “It’s become more about social breakthrough than strictly dating,” Bruch claims. “If you just want to log on to a posses a laid-back conversation about games you can easily, and you will additionally use they to ignite up a romantic conversation with anybody that is around 30 kilometers aside.”

The version of the software revealed Wednesday also includes a “Discover” feature that helps people bing search what’s hot and better evaluate concerns they’d want to consider responding to.

It’s an interesting approach because of the recognized shallow nature of today’s millennials—the myself Generation, as TIME’s Joel Stein pronounced in 2013. Today’s matchmaking programs frequently feed in their inner narcissists. Therefore’s much easier to show individuals down centered on simply her face in the place of once you’ve began right up a conversation. Observe just how people reacted to profiles without photos, OkCupid one of the largest online dating sites, hid profile pictures briefly in January of 2013 dubbing they “Blind Date Time.” They learned that her customers happened to be greatly predisposed to react to earliest messages through that opportunity, nevertheless the min the photos were turned back on, talks ended–like they’d “turned throughout the vibrant lights on pub at midnight,” had written one Chris Rudder, among the site’s founders.

Despite that significantly discouraging result, some millennials are finding that pressure of getting the face around for the people to guage tends to be intimidating—and occasionally, hazardous. Only one glimpse in the jerky information submitted towards the Instagram levels Bye Felipe (which aggregates negative information females become on line) gives a great sense of how annoying it may be for many individuals, but particularly for females, trying to browse in this graphic area. Men and women is hostile, fetishizing, and downright terrible.

Software like Bumble seek to help ladies circumvent that by placing the power of striking up conversation in only inside their possession. But Willow really wants to alter the focus completely, through the way some body seems from what their appeal include. “If the image isn’t becoming blasted online, the total amount of harassment and communications you’re going to get off of the break will be lower,” Bruch claims.

On its area, the app’s purpose seems like a cheesy line from a rom-com: a hapless sap whining which they wish individuals would simply take desire for their views rather than their looks. But, Bruch and Willow’s other founders is wanting it offers carved someplace among the list of array software that focus on the millennial generation’s lifestyle on line.