Notes:

• Truly Active DAU is shown solely to highlight general trends in underlying data.
• Truly Active means called or messaged (in and/or out) on that day.
• Retention rate is, unlike DAU, calculated here using GV accounts as a basis, regardless of how many devices Talkatone was used on.
• Retention rate is measured as the complement of 30-day churn rate: to be retained, a user must have been truly active at least once in the next 30 days, counting from their prior latest truly active date.
• Retention rate here is calculated backwards: how many of the users who were truly active 30 days ago have been truly active since? For example, to calculate the retention rate on 1 May, we look at all the users who were truly active on 1 Apr (30 days prior). We then count how many of those were truly active in the timespan between 1 Apr and 1 May. Dividing the latter by the former provides the retention rate. Note that users other than those who were truly active on 1 Apr, who are active in this timespan, are not counted for the 1 May figure.