Fleksy raises Series A to expand its keyboard SDK biz after 10x growth

Barcelona-based mobile keyboard software maker, Fleksy, has bagged a $1.6 million Series A to cement a pivot to b2b for its white-label SDK for Android and iOS.

The round is led by Spanish asset management firm, Inveready, with follow on funding from some of the startup’s existing investors: SOSV and Simile Venture Partners.

The Series A brings the team’s total raised to date to just under $3M (€2.5M) since the business was founded back in 2015.

The AI keyboard maker has been a long time player in the third party smartphone keyboard space, initially developing a productivity-focused keyboard called ThingThing — before acquiring the assets of better known US-based custom keyboard Fleksy (which had gone into stasis after its dev team got acquired by Pinterest) and making developing Fleksy the full focus.

However monetizing in the consumer custom keyboard space is tough going, with features like next word prediction and swipe inputting now baked into native smartphone keyboards, reducing the value of a third party add-on.

Tech giants like Apple and Google also throw their weight around in peculiar ways. (See, for eg, the flaky implementation of third party keyboards on iOS which helps dissuade users from switching away from Apple’s native keyboard. Or this unfun thing Google’s Play Store did for a while.)

So, last year, Fleksy rolled out an SDK — licensing its keyboard tech to other app makers and businesses who want powerfully predictive, context-specific, custom AI keyboard software which they can tint, brand and adapt in all sorts of ways.

The keyboard SDK could also be used by third parties to learn more about their users and/or seek to drive their own sales.

Among potential features which clients can implement via the SDK that it lists on its website are the ability to bake context-specific advertising into the keyboard (aka, “hyper-contextually suggest products and services or set triggers to show your brand in any app at the opportune moment”); and a forthcoming CRM feature that Fleksy says will “enable shops to send marketing materials, invoices, updates, tasks, and even collect payment from the keyboard.”

Security focused features are also touted as “coming soon” — with custom tweaks that it says could be used to “prevent data leaks and sensitive information from getting out, monitor at-risk employees, Secure messages, prevent fraud.”

Alongside this b2b play, Fleksy continues playing in the consumer space — where it strongly emphasizes user privacy as a differentiator for its software vs alternatives like Google’s Gboard (which sends users’ search data to Google) — and most recently it was trying to entice consumers with art keyboards.

But its center of gravity has clearly shifted to b2b. Hence foregrounding ‘Fleksy for Business’ branding on its website, which has also had a deeptech aesthetic design makeover.

The consumer keyboard will still stick around, though — for the hardcore fans and, doubtless, as a useful showcase/testbed.

“Consumer is hard when the giants don’t compete equally. See Apple mess and Google mess around that. So we found our profitable niche: Helping others build an outstanding keyboard experience and beyond, via license fees,” says Fleksy’s CEO Olivier Plante, who was also CEO and co-founder of ThingThing. “It’s hard to build what we have built, so it’s now a no brainer for these digital companies.”

“Fleksy SDK gives all the tools that a company needs to thrive in their own rationale,” he also tells us when we raise the (privacy) question of how third parties might seek to use its keyboard tech to data-mine their own users. “Fleksy plays a technological role here only. We are not associated with a client’s own privacy stance.”

But he adds: “To be clear, Fleksy Consumer Apps will always be private — we don’t change our rationale there.”

Fleksy says it now has “dozens” of companies licensing its tech — and touts 50 more in its “pipeline”. It also says revenue for its SDK business has grown 10x in a year.

This uplift explains the relatively modest size of the Series A, per Plante.

“We only needed this because we are generating quite a lot of money at the moment,” he tells TechCrunch, adding that the reason for raising a Series A now is to “expand faster”.

The new funding will be used for growth, hiring (to build out its 13-strong team) and to expand its portfolio of clients.

Fleksy’s best markets for licensing the keyboard tech to currently are the US and Europe but Plante says it has customers all over the world.

The SDK is also attracting a broad mix of customers — from digital health and fintech to gaming.

“We have so many leads looking for a keyboard experience — as you can see under /solutions/ on the website — these industries — and even more will all be powered by Fleksy tech,” he suggests.

“We have clients from all types with different needs and because we have built everything in-house — no third party’s black-box — we are able to modify everything for them. Which no other company can provide today. So companies in digital health for example have a profitable company to partner with who has full control over its tech stack,” he adds.

“Fleksy SDK can be modified in many ways: From the layout, dictionary all the way to the core engines that power our autocorrect, predictions, sentiment and more. It’s what makes us the right choice but, as you know, the vision is much larger — ‘Typing on a screen will be typing on Fleksy’ in the future.”

As part of the Series A funding round, Inveready’s Ignacio Fonts is joining Fleksy’s board.

Commenting in a statement, Fonts said: “We are thrilled to join the Fleksy team, which has been able to conquer a worldwide leadership position in keyboard technology, one of the control points of personal computing (phone, mobile, desktops) devices. This round will help them accelerate the development of a very compelling roadmap that will unveil to users new ways to interact with their devices and will provide companies new insights about their customers.”

Google’s Play Store is giving an age-rating finger to Fleksy, a Gboard rival 🖕

Platform power is a helluva a drug. Do a search on Google’s Play store in Europe and you’ll find the company’s own Gboard app has an age rating of PEGI 3 — aka the pan-European game information labelling system which signifies content is suitable for all age groups.

PEGI 3 means it may still contain a little cartoon violence. Say, for example, an emoji fist or middle finger.

Now do a search on Play for the rival Fleksy keyboard app and you’ll find it has a PEGI 12 age rating. This label signifies the rated content can contain slightly more graphic fantasy violence and mild bad language.

The discrepancy in labelling suggests there’s a material difference between Gboard and Fleksy — in terms of the content you might encounter. Yet both are pretty similar keyboard apps — with features like predictive emoji and baked in GIFs. Gboard also lets you create custom emoji. While Fleksy puts mini apps at your fingertips.

A more major difference is that Gboard is made by Play Store owner and platform controller, Google. Whereas Fleksy is an indie keyboard that since 2017 has been developed by ThingThing, a startup based out of Spain.

Fleksy’s keyboard didn’t used to carry a 12+ age rating — this is a new development. Not based on its content changing but based on Google enforcing its Play Store policies differently.

The Fleksy app, which has been on the Play Store for around eight years at this point — and per Play Store install stats has had more than 5M downloads to date — was PEGI 3 rating until earlier this month. But then Google stepped in and forced the team to up the rating to 12. Which means the Play Store description for Fleksy in Europe now rates it PEGI 12 and specifies it contains “Mild Swearing”.

Screenshot 2019 10 23 at 12.39.45

The Play store’s system for age ratings requires developers to fill in a content ratings form, responding to a series of questions about their app’s content, in order to obtain a suggested rating.

Fleksy’s team have done so over the years — and come up with the PEGI 3 rating without issue. But this month they found they were being issued the questionnaire multiple times and then that their latest app update was blocked without explanation — meaning they had to reach out to Play Developer Support to ask what was going wrong.

After some email back and forth with support staff they were told that the app contained age inappropriate emoji content. Here’s what Google wrote:

During review, we found that the content rating is not accurate for your app… Content ratings are used to inform consumers, especially parents, of potentially objectionable content that exists within an app.

For example, we found that your app contains content (e.g. emoji) that is not appropriate for all ages. Please refer to the attached screenshot.

In the attached screenshot Google’s staff fingered the middle finger emoji as the reason for blocking the update:

Fleksy Play review emoji violation

 

“We never thought a simple emoji is meant to be 12+,” ThingThing CEO Olivier Plante tells us.

With their update rejected the team was forced to raise the rating of Fleksy to PEGI 12 — just to get their update unblocked so they could push out a round of bug fixes for the app.

That’s not the end of the saga, though. Google’s Play Store team is still not happy with the regional age rating for Fleksy — and wants to push the rating even higher — claiming, in a subsequent email, that “your app contains mature content (e.g. emoji) and should have higher rating”.

Now, to be crystal clear, Google’s own Gboard app also contains the middle finger emoji. We are 100% sure of this because we double-checked…

Gboard finger

Emojis available on Google’s Gboard keyboard, including the ‘screw you’ middle finger. Photo credit: Romain Dillet/TechCrunch

This is not surprising. Pretty much any smartphone keyboard — native or add-on — would contain this symbol because it’s a totally standard emoji.

But when Plante pointed out to Google that the middle finger emoji can be found in both Fleksy’s and Gboard’s keyboards — and asked them to drop Fleksy’s rating back to PEGI 3 like Gboard — the Play team did not respond.

A PEGI 16 rating means the depiction of violence (or sexual activity) “reaches a stage that looks the same as would be expected in real life”, per official guidance on the labels, while the use of bad language can be “more extreme”, and content may include the use of tobacco, alcohol or illegal drugs.

And remember Google is objecting to “mature” emoji. So perhaps its app reviewers have been clutching at their pearls after finding other standard emojis which depict stuff like glasses of beer, martinis and wine… 🤦‍♀️

Over on the US Play Store, meanwhile, the Fleksy app is rated “teen”.

While Gboard is — yup, you guessed it! — ‘E for Everyone’… 🤔

image 1 1

 

Plante says the double standard Google is imposing on its own app vs third party keyboards is infuriating, and he accuses the platform giant of anti-competitive behavior.

“We’re all-in for competition, it’s healthy… but incumbent players like Google playing it unfair, making their keyboard 3+ with identical emojis, is another showcase of abuse of power,” he tells TechCrunch.

A quick search of the Play Store for other third party keyboard apps unearths a mixture of ratings — most rated PEGI 3 (such as Microsoft-owned SwiftKey and Grammarly Keyboard); some PEGI 12 (such as Facemoji Emoji Keyboard which, per Play Store’s summary contains “violence”).

Only one that we could find among the top listed keyboard apps has a PEGI 16 rating.

This is an app called Classic Big Keyboard — whose listing specifies it contains “Strong Language” (and what keyboard might not, frankly!?). Though, judging by the Play store screenshots, it appears to be a fairly bog standard keyboard that simply offers adjustable key sizes. As well as, yes, standard emoji.

“It came as a surprise,” says Plante describing how the trouble with Play started. “At first, in the past weeks, we started to fill in the rating reviews and I got constant emails the rating form needed to be filled with no details as why we needed to revise it so often (6 times) and then this last week we got rejected for the same reason. This emoji was in our product since day 1 of its existence.”

Asked whether he can think of any trigger for Fleksy to come under scrutiny by Play store reviewers now, he says: “We don’t know why but for sure we’re progressing nicely in the penetration of our keyboard. We’re growing fast for sure but unsure this is the reason.”

“I suspect someone is doubling down on competitive keyboards over there as they lost quite some grip of their search business via the alternative browsers in Europe…. Perhaps there is a correlation?” he adds, referring to the European Commission’s antitrust decision against Google Android last year — when the tech giant was hit with a $5BN fine for various breaches of EU competition law. A fine which it’s appealing.

“I’ll continue to fight for a fair market and am glad that Europe is leading the way in this,” adds Plante.

Following the EU antitrust ruling against Android, which Google is legally compelled to comply with during any appeals process, it now displays choice screens to Android users in Europe — offering alternative search engines and browsers for download, alongside Google’s own dominate search  and browser (Chrome) apps.

However the company still retains plenty of levers it can pull and push to influence the presentation of content within its dominant Play Store — influencing how rival apps are perceived by Android users and so whether or not they choose to download them.

So requiring that a keyboard app rival gets badged with a much higher age rating than Google’s own keyboard app isn’t a good look to say the least.

We reached out to Google for an explanation about the discrepancy in age ratings between Fleksy and Gboard and will update this report with any further response. At first glance a spokesman agreed with us that the situation looks odd.

Fleksy’s AI keyboard is getting a store to put mini apps at chatters’ fingertips

Remember Fleksy? The customizable Android keyboard app has a new trick up its sleeve: It’s adding a store where users can find and add lightweight third party apps to enhance their typing experience.

Right now it’s launched a taster, preloading a selection of ‘mini apps’ into the keyboard — some from very familiar brand names, some a little less so — so users can start to see how it works.

The first in-keyboard apps are Yelp (local services search); Skyscanner (flight search); Giphy (animated Gif search); GifNote (music Gifs; launching for U.S. users only for rights reasons); Vlipsy (reaction video clips); and Emogi (stickers) — with “many more” branded apps slated as coming in the next few months.

They’re not saying exactly what other brands are coming but there are plenty of familiar logos to be spotted in their press materials — from Spotify to Uber to JustEat to Tripadvisor to PayPal and more…

The full keyboard store itself — which will let users find and add and/or delete apps — will be launching at the end of this month.

The latest version of the Fleksy app can be downloaded for free via the Play Store.

Mini apps made for messaging

The core idea for these mini apps (aka Fleksyapps) is to offer lightweight additions designed to serve the messaging use case.

Say, for example, you’re chatting about where to eat and a friend suggests sushi. The Yelp Fleksyapp might pop up a contextual suggestion for a nearby Japanese restaurant that can be shared directly into the conversation — thereby saving time by doing away with the need for someone to cut out of the chat, switch apps, find some relevant info and cut and paste it back into the chat.

Fleksyapps are intended to be helpful shortcuts that keep the conversation flowing. They also of course put brands back into the conversation.

“We couldn’t be more excited to bring the power of the world’s popular songs with GIFs, videos and photos to the new Fleksyapps platform,” says Gifnote co-founder, John vanSuchtelen, in a supporting statement.

Fleksy’s mini apps appear above the Qwerty keyboard — in much the same space as a next-word prediction. The user can scroll through the app stack (each a tiny branded circle until tapped on to expand) and choose one to interact with. It’s similar to the micro apps lodged in Apple’s iMessage but on Android where iMessage isn’t… The team also plans for Fleksy to support a much wider range of branded apps — hence the Fleksyapps store.

In-keyboard apps is not a new concept for the dev team behind Fleksy; an earlier keyboard app of theirs (called ThingThing) offered micro apps they built themselves as a tool to extend its utility.

But now they’re hoping to garner backing and buy in from third party brands excited about the exposure and reach they could gain by being where users spend the most device time: The keyboard.

“Think of it a bit like the iMessage equivalent but on Android across any app. Or the WeChat mini program but inside the keyboard, available everywhere — not only in one app,” CEO Olivier Plante tells TechCrunch. “That’s a problem of messaging apps these days. All of them are verticals but the keyboard is horizontal. So that’s the benefit for those brands. And the user will have the ability to move them around, add some, to remove some, to explore, to discover.”

“The brands that want to join our platform they have the option of being preloaded by default. The analogy is that by default on the home screen of a phone you are by default in our keyboard. And moving forward you’ll be able to have a membership — you’re becoming a ‘brand member’ of the Fleksyapps platform, and you can have your brand inside the keyboard,” he adds.

The first clutch of Fleksyapps were developed jointly, with the team working with the brands in question. But Plante says they’re planning to launch a tool in future so brands will be able to put together their own apps — in as little as just a few hours.

“We’re opening this array of functionalities and there’s a lot of verticals possible,” he continues. “In the future months we will embed new capabilities for the platform — new type of apps. You can think about professional apps, or cloud apps. Accessing your files from different types of clouds. You have the weather vertical. You have ecommerce vertical. You have so many verticals.

“What you have on the app store today will be reflected into the Fleksyappstore. But really with the focus of messaging and being useful in messaging. So it’s not the full app that we want to bring in — it’s really the core functionality of this app.”

The Yelp Fleksyapp, for example, only includes the ability to see nearby places and search for and share places. So it’s intentionally stripped down. “The core benefit for the brand is it gives them the ability to extend their reach,” says Plante. “We don’t want to compete with the app, per se, we just want to bring these types of app providers inside the messenger on Android across any app.”

On the user side, the main advantage he touts is “it’s really, really fast — fleshing that out to: “It’s very lightweight, it’s very, very fast and we want to become the fastest access to content across any app.”

Users of Fleksyapps don’t need to have the full app installed because the keyboard plugs directly into the API of each branded service. So they get core functionality in bite-sized form without a requirement to download the full app. (Of course they can if they wish.)

So Plante also notes the approach has benefits vis-a-vis data consumption — which could be an advantage in emerging markets where smartphone users’ choices may be hard-ruled by the costs of data and/or connectivity limits.

“For those types of users it gives them an ability to access content but in a very light way — where the app itself, loading the app, loading all the content inside the app can be megabits. In Fleksy you’re talking about kilobits,” he says.

Privacy-sensitive next app suggestions

While baking a bunch of third party apps into a keyboard might sound like a privacy nightmare, the dev team behind Fleksy have been careful to make sure users remain in control.

To wit: Also on board is an AI keyboard assistant (called Fleksynext) — aka “a neural deep learning engine” — which Plante says can detect the context, intention and sentiment of conversations in order to offer “very useful” app suggestions as the chat flows.

The idea is the AI supports the substance of the chat by offering useful functionality from whatever pick and mix of apps are available. Plante refers to these AI-powered ‘next app’ suggestions as “pops”.

And — crucially, from a privacy point of view — the Fleksynext suggestion engine operates locally, on device.

That means no conversation data is sent out of the keyboard. Indeed, Plante says nothing the user types in the keyboard itself is shared with brands (including suggestions that pop up but get ignored). So there’s no risk — as with some other keyboard apps — of users being continually strip-mined for personal data to profile them as they type.

That said, if the user chooses to interact with a Fleksyapp (or its suggestive pop) they are then interacting with a third party’s API. So the usual tracking caveats apply.

“We interact with the web so there’s tracking everywhere,” admits Plante. “But, per se, there’s not specific sensitive data that is shared suddenly with someone. It is not related with the service itself — with the Fleksy app.”

The key point is that the keyboard user gets to choose which apps they want to use and which they don’t. So they can choose which third parties they want to share their plans and intentions with and which they don’t.

“We’re not interesting in making this an advertising platform where the advertiser decides everything,” emphasizes Plante. “We want this to be really close to the user. So the user decides. My intentions. My sentiment. What I type decides. And that is really our goal. The user is able to power it. He can tap on the suggestion or ignore it. And then if he taps on it it’s a very good quality conversion because the user really wants to access restaurants nearby or explore flights for escaping his daily routine… or transfer money. That could be another use-case for instance.”

They won’t be selling brands a guaranteed number of conversions, either.

That’s clearly very important because — to win over users — Fleksynext suggestions will need to feel telepathically useful, rather than irritating, misfired nag. Though the risk of that seems low given how Fleksy users can customize the keyboard apps to only see stuff that’s useful to them.

“In a sense we’re starting reshape a bit how advertising is seen by putting the user in the center,” suggests Plante. “And giving them a useful means of accessing content. This is the original vision and we’ve been very loyal to that — and we think it can reshape the landscape.”

“When you look into five years from now, the smartphone we have will be really, really powerful — so why process things in the cloud? When you can process things on the phone. That’s what we are betting on: Processing everything on the phone,” he adds.

When the full store launches users will be able to add and delete (any) apps — included preloads. So they will be in the driving seat. (We asked Plante to a confirm the user will be able to delete all apps, including any pre-loadeds and he said yes. So if you take him at his word Fleksy will not be cutting any deals with OEMs or carriers to indelibly preload certain Fleksyapps. Or, to put it another way, crapware baked into the keyboard is most definitely not plan.)

Depending on what other Fleksyapps launch in future a Fleksy keyboard user could choose to add, for example, a search service like DuckDuckGo or France’s Qwant to power a pro-privacy alternative to using Google search in the keyboard. Or they could choose Google.

Again the point is the choice is theirs.

Scaling a keyboard into a platform

The idea of keyboard-as-platform offers at least the possibility of reintroducing the choice and variety of smartphone app stores back before the cynical tricks of attention-harvesting tech giants used their network effects and platform power to throttle the app economy.

The Android keyboard space was also a fertile experiment ground in years past. But it’s now dominated by Google’s Gboard and Microsoft-acquired Swiftkey. Which makes Fleksy the plucky upstart gunning to scale an independent alternative that’s not owned by big tech and is open to any third party that wants to join its mini apps party.

“It will be Bing search for Swiftkey, it will be Google search for Gboard, it will be Google Music, it will be YouTube. But on our side we can have YouTube, we can also have… other services that exist for video. The same way with pictures and the same way for file-sharing and drive. So you have Google Drive but you have Dropbox, you have OneDrive, there’s a lot of services in the cloud. And we want to be the platform that has them all, basically,” says Plante.

The original founding team of the Fleksy keyboard was acqui-hired by Pinterest back in 2016, leaving the keyboard app itself to languish with minimal updates. Then two years ago Barcelona-based keyboard app maker, ThingThing, stepped in to take over development.

Plante confirms it’s since fully acquired the Fleksy keyboard technology itself — providing a solid foundation for the keyboard-as-platform business it’s now hoping to scale with the launch of Fleksyapps.

Talking of scale, he tells us the startup is in the process of raising a multi-million Series A — aiming to close this summer. (ThingThing last took in $800,000 via equity crowdfunding last fall.)

The team’s investor pitch is the keyboard offers perhaps the only viable conduit left on mobile to reset the playing field for brands by offering a route to cut through tech giant walled gardens and get where users are spending most of their time and attention: i.e. typing and sharing stuff with their friends in private one-to-one and group chats.

That means the keyboard-as-platform has the potential to get brands of all stripes back in front of users — by embedding innovative, entertaining and helpful bite-sized utility where it can prove its worth and amass social currency on the dominant messaging platforms people use.

The next step for the rebooted Fleksy team is of course building scale by acquiring users for a keyboard which, as of half a year ago, only had around 1M active users from pure downloads.

Its strategy on this front is to target Android device makers to preload Fleksy as the default keyboard.

ThingThing’s business model is a revenue share on any suggestions the keyboard converts, which it argues represent valuable leads for brands — given the level of contextual intention. It is also intending to charge brands that want to be preloaded on the Fleksy keyboard by default.

Again, though, a revenue share model requires substantial scale to work. Not least because brands will need to see evidence of scale to buy into the Fleksyapps’ vision.

Plante isn’t disclosing active users of the Fleksy keyboard right now. But says he’s confident they’re on track to hit 30M-35M active users this year — on account of around ten deals he says are in the pipeline with device makers to preload Fleksy’s keyboard. (Palm was an early example, as we reported last year.)

The carrot for OEMs to join the Fleksyapps party is they’re cutting them in on the revenue share from user interactions with branded keyboard apps — playing to device makers’ needs to find ways to boost famously tight hardware margins.

“The fact that the keyboard can monetize and provide value to the phone brands — this is really massive for them,” argues Plante. “The phone brands can expect revenue flowing in their bank account because we give the brands distribution and the handset manufacturer will make money and we will make money.”

It’s a smart approach, and one that’s essentially only possible because Google’s own Gboard keyboard doesn’t come preloaded on the majority of Android devices. (Exceptions include its own Pixel brand devices.) So — unusually for a core phone app on Android — there’s a bit of an open door where the keyboard sits, instead of the usual preloaded Google wares. And that’s an opportunity.

Markets wise, ThingThing is targeting OEMs in all global regions with its Fleksy pitch — barring China (which Plante readily admits it too complex for a small startup to sensibly try jumping at).

Apps vs tech giants

In its stamping ground of Europe there are warm regulatory winds blowing too: An European Commission antitrust intervention last year saw Google hit with a $5BN fine over anti-competitive practices attached to its Android platform — forcing the company to change local licensing terms.

That antirust decision means mobile makers finally have the chance to unbundle Google apps from devices they sell in the region.

Which translates into growing opportunities for OEMs to rethink their Android strategies. Even as Google remains under pressure not to get in the way by force feeding any more of its wares.

Really, a key component of this shift is that device makers are being told to think, to look around and see what else is out there. For the first time there looks to be a viable chance to profit off of Android without having to preload everything Google wants.

“For us it’s a super good sign,” says Plante of the Commission decision. “Every monopolistic situation is a problem. And the market needs to be fragmented. Because if not we’re just going to lose innovation. And right now Europe — and I see good progress for the US as well — are trying to dismantle the imposed power of those big guys. For the simple evolution of human being and technology and the future of us.”

“I think good things can happen,” he adds. “We’re in talks with handset manufacturers who are coming into Europe and they want to be the most respectful of the market. And with us they have this reassurance that you have a good partner that ensures there’s a revenue stream, there’s a business model behind it, there’s really a strong use-case for users.

“We can finally be where we always wanted to be: A choice, an alternative. But having Google imposing its way since start — and making sure that all the direct competition of Google is just a side, I think governments have now seen the problem. And we’re a winner of course because we’re a keyboard.”

But what about iOS? Plante says the team has plans to bring what they’re building with Fleksy to Apple’s mobile platform too, in time. But for now they’re fully focusing efforts on Android — to push for scale and execute on their vision of staking their claim to be the independent keyboard platform.

Apple has supported third party keyboards on iOS for years. Unfortunately, though, the experience isn’t great — with a flaky toggle to switch away from the default Apple keyboard, combined with heavy system warnings about the risks of using third party keyboards.

Meanwhile the default iOS keyboard ‘just works’ — and users have loads of extra features baked by default into Apple’s native messaging app, iMessage.

Clearly alternative keyboards have found it all but impossible to build any kind of scale in that iOS pincer.

“iOS is coming later because we need to focus on these distribution deals and we need to focus on the brands coming into the platform. And that’s why iOS right now we’re really focusing for later. What we can say is it will come later,” says Plante, adding: “Apple limits a lot keyboards. You can see it with other keyboard companies. It’s the same. The update cycle for iOS keyboard is really, really, really slow.”

Plus, of course, Fleksy being preloaded as a default keyboard on — the team hopes — millions of Android devices is a much more scalable proposition vs just being another downloadable app languishing invisibly on the side lines of another tech giant’s platform.