A Prayer App Turns to TikTok to Find Its Flock (2024)

Style|A Prayer App Turns to TikTok to Find Its Flock

https://www.nytimes.com/2024/03/07/style/hallow-prayer-app-tiktok-wahlberg.html

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Ads for Hallow, with its pitchman Mark Wahlberg, are reaching nonreligious social media users, much to their surprise.

A Prayer App Turns to TikTok to Find Its Flock (1)

Jon Schneider was mindlessly scrolling TikTok when a video caught his eye. It showed the actor Mark Wahlberg and “this guy who kind of looks like Jesus,” and they were inviting viewers to join them in prayer.

Mr. Schneider, 35, thought it was a movie promotion. In reality, it was an ad for Hallow, a pay-to-pray app that offers Bible readings and sermons narrated by clergy and celebrities, including the former N.F.L. star Brett Favre and Madison Prewett of “The Bachelor” fame.

Hallow raised $40 million in 2021 and counts the tech billionaire Peter Thiel and Senator J.D. Vance, Republican of Ohio, among its investors. Full access to the app costs $69.99 a year. An onscreen numerical ticker notes the number of “prayers prayed with Hallow.” In recent days, that figure was heading toward 427 million.

Mr. Schneider, a marketing professional in Ballston Lake, N.Y., who is not religious, said he was surprised that TikTok was serving him so much Hallow promotional content. There were a few days where it just seemed like every other ad was Mark Wahlberg suggesting I pray the rosary with him,” he said.

Like other TikTok users, Mr. Schneider is drawn to the app partly because it fills his “For You” feed with videos that often match what he wants to see. Many other TikTok regulars have noted its algorithm’s uncanny ability to anticipate their interests.

Advertisem*nts can be a different story. Mr. Schneider says he is often shown ads for products that don’t grab him. “It’s the meal kit stuff that I keep saying I don’t want to see and stuff that is very clearly geared toward a heteronormative family, which is not something that I have,” he said.

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A Prayer App Turns to TikTok to Find Its Flock (2024)

FAQs

Does Mark Wahlberg own the hallow app? ›

Wahlberg, who has a “significant” ownership stake in Hallow, according to a company spokesman.

Is the hallow app safe? ›

Hallow encrypts Private Sensitive Personal Data like journal entries or reflections, so that only you have access to that content. Hallow does not sell, rent, or otherwise provide users' Personal Data to any data brokers.

Is the hallow app free? ›

The app is free to download and there are two options for using it. There is a free version that does not require any payment for Hallow and then there is an optional paid subscription. Hallow is priced at $9.99 per month or $69.99 per year (or about $6 per month) that is billed once for full access to the content.

Who owns the hallow app? ›

Hallow (app)
Company typePrivate
FoundersAlex Jones Erich Kerekes Alessandro DiSanto
HeadquartersChicago, Illinois , U.S.
Key peopleAlex Jones (CEO)
Websitehallow.com
3 more rows

Is Hallow approved by the Catholic Church? ›

We rely on our advisors heavily to ensure Hallow always stays 100% authentically catholic & aligned with the Church: Bishop Kevin C. Rhoades.

What is the Hallow app controversy? ›

He has been accused of non-consensual sexual contact by eleven women, ten in the United Kingdom and by another who filed a lawsuit in New York. Brand not only denies these accusations, but he dismisses them as a conspiracy against him.

Can Christians use the Hallow app? ›

Hallow - #1 App for Christian & Catholic Prayer, Meditation, Bible + Sleep.

Why isn't Hallow free? ›

We didn't want anyone to have to think about money while they prayed. We didn't want to bombard anyone with ads or requests for donations. Hallow had to be transparent about pricing and then leave users in peace to pray on their own.

How do I get rid of the Hallow app? ›

On the Google Play Store app on your android device. Tap the menu icon (three horizontal lines) in the top-left corner of the screen, then select "Subscriptions" from the menu. Find the subscription you want to cancel and tap on it. Tap the "Cancel Subscription" button.

Can you use Hallow without a subscription? ›

You can download the app and use the content that's available without a paid subscription. Here's how to access the free version of the app. Hallow will always have free content for everyone wanting to pray. In addition, we also provide exclusive paid content that comes with a subscription.

What is the best free prayer app? ›

Key Takeaways
App NameKey FeaturesTarget Audience
Pray.comBible stories, daily prayersFamilies and a diverse user base
PrayerMatePersonalized prayer categoriesOrganized prayer enthusiasts
PrayminderPrayer reminders and schedulingThose needing timely reminders
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Jan 11, 2024

Why do you pay for Hallow? ›

You become a supporter of our mission!

Your subscription contributes directly to impacting not just our lives and the life of Hallow, but also that of the tens of thousands of people around the world that use Hallow to deepen their faith.

Who is funding Hallow? ›

The app successfully secured an additional $50 million in Series C funding, raising the total funding for Hallow to an impressive $105 million. Goodwater Capital, the world's largest consumer tech-only venture fund, led the round.

How long is the free trial of Hallow app? ›

Join Hallow, the #1 Christian Prayer App, and pray every day with millions of christians around the world with an exclusive 30 days free.

How many people use the Hallow app? ›

About Hallow

Launched in December 2018, Hallow is now the #1 Catholic app in the world and has been downloaded 14 million times and used to pray over 400 million times across 150-plus countries.

How much does Mark Wahlberg get paid for the hallow app? ›

In 2022, the Wahlberg partnership was announced, with initial reports speculating the star had received a fee of $20 million for his endorsem*nt, as well as an equity stake.

What company does Mark Wahlberg own? ›

He is co-owner of the Wahlburgers chain and co-starred in the reality TV series about it.

Who is the guy who does the Hallow commercial? ›

Hallow announced today that they will release the first installment of the app's Audio Bible with Jonathan Roumie, the actor who plays Jesus in The Chosen. Alongside daily Gospel readings, users can enjoy introductions and commentary for each Gospel from theologian and author Dr.

What chain does Mark Wahlberg own? ›

Wahlburgers (stylized as wahlburgers), is a casual dining burger restaurant and bar chain. It is owned by chef Paul Wahlberg and his brothers, actors Donnie and Mark. As of March 2023, there are 90+ Wahlburgers locations in the United States, Canada, Australia and New Zealand.

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