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Reddit is testing a new way to push mobile users toward its app, and many people are not happy about it. The social platform recently began blocking some logged-out visitors on mobile browsers and showing them a message that says: “Get the app to keep using Reddit.” For users who prefer browsing through Safari or Chrome, the change feels less like a suggestion and more like a forced move.

The company confirmed the test in a statement to Ars Technica. A Reddit spokesperson said the experiment targets “a small subset of frequent logged-out mobile users.” According to Reddit, these people already know the platform well, and the app gives them a better experience. The company said the app makes it easier to find communities and provides more personalized recommendations.

That explanation has not convinced many users.

Complaints quickly spread across subreddits such as r/bugs and r/help. Some users said the change hurts casual browsing. Others raised privacy concerns, especially people who use Reddit without logging in. One user asked if anonymous browsing on mobile was now effectively over.

Reddit’s Push Toward Account-Only Access and the “Enshittification” of the Open Web

For years, Reddit has allowed people to browse most public posts without an account. That open structure helped the platform grow into one of the internet’s largest discussion hubs. Many users arrive through Google searches, read a thread, and leave without signing in. The latest test could change that habit.

Critics say the move reflects a wider trend in tech platforms. Writer Victor Tangermann called it another example of “enshittification,” a term created by author Cory Doctorow. The word describes how online platforms slowly make their services worse for users while focusing more on profit and control.

The frustration is not only about convenience. Mobile apps give companies more ways to track behavior, collect engagement data, and keep users inside their systems. Browser access offers more freedom. Apps offer tighter control.

That matters for Reddit because the company still faces pressure to improve revenue after going public in 2024. Advertising remains its main source of income, and app users are easier to track and target with ads. Reddit reported strong growth, with 121 million daily active users, but investors still expect the company to turn that traffic into stronger profits.

The platform has already made several unpopular decisions in recent years.

The High Cost of Data Control and Search Engine Survival

In 2023, the platform removed the ability for users to fully opt out of ad personalization. Later that same year, it began charging developers for API access. That decision led to the shutdown of several popular third-party Reddit apps, including Apollo. Many longtime users saw the move as a direct attack on the wider Reddit ecosystem.

The implementation of changes in the API has led to mass demonstrations on the platform. The majority of subreddits were turned off by moderators who protested against the changes in the payment system. Reddit was still implementing its plans despite this resistance.

Reddit now focuses on monetization and data licensing agreements. In 2024, the company announced a significant deal with OpenAI for the training of its AI based on Reddit data. In addition, Reddit has faced some litigation regarding data theft claims against companies like Perplexity and Anthropic.

However, Reddit heavily depends on referrals and traffic from other platforms. According to the Financial Times reports, more than half of Americans visit Reddit weekly via Google searches instead of the application itself. This means that it is hard for Reddit to achieve the goal of more control over users and higher ad revenue because of these referrals.

Reddit and the Eroding Open Internet

If casual readers become blocked, this may disrupt the balance, as they will not deem the additional inconvenience to be worth their time.

Not all people will be bothered by this, as many of those who visit Reddit regularly already tend to spend the majority of their time on the site’s official app. However, for other users, such as those who are keen on fast searches or anonymous browsing, it comes across as yet another example of the gradual disappearance of the open internet.

This particular incident also reveals the crucial role played by trust in the online space. Reddit prided itself in fostering open discussions and free access. As it moves towards making money through these actions, many feel that convenience and openness have taken a backseat.

What will happen next is unknown.