Starting treatment with Better Help, one of the most prominent “therapy-on-demand” apps to launch over the last few years, is easy, which is more or less the point. Like many of the businesses offering therapy online, the service promotes itself as a seamless way to access mental health services: “Message your therapist anytime, from anywhere.” For under $40 a week, a subscriber can text, call, or video chat a licensed counselor. As the company’s founder has said, one of Better Help’s central missions is to “destigmatize mental health.” To this end, it has partnered with the NBA player Kevin Love and—somewhat controversially—enlisted YouTube personalities to create sponsored content about their own depression. Late last year, noted dubstep celebrity Bassnectar donated a thousand free Better Help subscriptions to his fans.\n
On one hand, this is how the internet works now. When we brought our concerns to Better Help the company essentially brushed them off, telling us their methods were standard and that they “typically far exceed all applicable regulatory, ethical and legal requirements.
By tracking and cataloguing people’s habits and desires, the theory goes, companies can figure out how to best encourage their users to open an app again and again. Data could be segmented by anything an app collected—age, gender, political affiliation, hair color, dietary restrictions, body weight, income bracket, favorite movies, education, kinks, proclivities—plus some IP-based defaults, like country, city, cell phone carrier, device type, and a unique device identification code.
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