“We started publishing reports and working with reporters to help them report on the issue — here's how many spam calls Americans are getting every month, here's how it's growing. When you accumulate multiple Wall Street Journal articles that reference you and Financial Times articles — that starts building a brand and organic halo.”

Proprietary data plus press relationships beat direct ads — Robokiller built organic brand through spam-call reports

Falzon describes RoboKiller's content and PR strategy: the app had the largest dataset on US spam calls and texts, and Mosaic created a recurring monthly spam-call report that journalists and regulators (FCC, FTC) found genuinely valuable. The Wall Street Journal and Financial Times cited these reports repeatedly; cable news segments featured the data. No single press mention drove meaningful downloads — but the accumulated brand signal reduced CAC across all other channels and built credibility that converted skeptical users.