“We're working with a pretty high-intent audience and that gives us a lot of surface area to test different paywalls and different things at that onboarding funnel — that's been the biggest single factor in our retention.”

High-Intent Organic Users Are Your Paywall Test Lab

Burner's UA strategy focuses on harvesting existing intent — people searching for a second phone number or burner app — rather than broad-reach branding. A high-intent install base allows rigorous paywall and onboarding experiments because the signal isn't contaminated by people who were only mildly curious.