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If they're concerned about this, the founders don't show it.

"Everything we should do should allow for people to feel more comfortable posting," Bader says.

"We believe that no one should ever have to feel alone — and should be able to put themselves out there, even if they feel like they’re not in the majority." The location-based feed lets you post to your location without worrying that your friends will recognize you by identifying details; your post will be labeled only with your location.

Social networks that cloak identity have never been more popular — or more highly valued.

But Secret goes a step further by connecting to your phone’s address book, then showing you your friends’ posts without revealing which friend said them. But in recent months, Secret has lost some of its initial power.

Several news stories broke first on Secret, fueling buzz that led the app to be downloaded more than 15 million times in 10 months. The number of posts from friends in my feed slowed to a trickle, and Secret is no longer among the top 1,500 apps, according to App Annie.

(If you work for one of the handful of companies that uses Secret, and you have verified your employment through an email address, you’ll see a feed for that as well.) If the changes have a common goal, it’s encouraging people to share more, both by making the app easier to use, and by making its users more comfortable about posting.

"We just believe that ideas should be discussed openly — and social networks today make that really hard," Bader says.

Secret 2.0 for i Phone and Android is a faster, more text-based version of the service that puts a new emphasis on chat.And yet like so many anonymity-focused apps before them, they have been dogged by controversy.Yik Yak has been criticized for enabling bullying and bomb threats.The company has invested heavily in moderation, hiring top executives from Facebook to lead its team, and took steps to prevent users from naming individuals in posts.But it's also true that getting rid of people's names in Secret that many people stopped using it.(You can also block or mute people you don't want to talk to.) The absence of a private chat feature had led to difficult workarounds for Secret users who wanted to connect through the app: creating one-off Gmail accounts and leaving the address in the comments, say, or using Anonyfish, a third-party service built for the express purpose of letting Secret users chat.

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