It’s frequently mentioned, and it’s accurate: There’s an application for almost everything, including conversing with God.

Hallow is one such application, a popular Catholic prayer subscription service that boasts millions of downloads, including celebrity collaborations such as Gwen Stefani.

Stefani has associated with the Hallow app for a year, but her recent social media endorsement has ignited backlash from fans and fellow celebrities. In a Dec. 1 Instagram post, the No Doubt vocalist promoted the app for the advent period, urging followers to participate in its daily prayer challenges. Podcast host Matt Bernstein, reality TV personality Chrishell Stause, and various social media users noted that the app’s communications frequently possess a conservative lean, featuring anti-abortion messages.

Despite potential repercussions for her brand, Stefani, referred to as the “Hallow-back girl” by a Reddit user, has not retracted her support. She is not the only one.

What is the Hallow app?

Critics label Hallow as a “pay-to-pray” application. Launched in 2018 by founder and CEO Alex Jones (not the infamous Alex Jones), it provides audio-guided Catholic prayer practices combined with “mindfulness” techniques. The service is available for $9.99 per month or $69.99 per year, including family plan options.

Hallow offers complimentary subscriptions for students at religious educational institutions and contains content aimed at children and families. It even aired advertisements during the Super Bowl.

Jones has stated that the company targets religious personalities like Mark Wahlberg, Chris Pratt, and Mario Lopez to connect with less devout audiences. “They’re phenomenal Christians, wonderful people of faith,” Jones mentioned in a 2024 interview regarding partners Stefani and Kevin James. “It’s fantastic to collaborate with them to draw people into prayer.”

Why is Hallow controversial?

Even conservative Catholics have expressed doubts about the app’s approach and reliance on celebrities. Jones ended a collaboration with Liam Neeson after backlash over Neeson’s pro-choice opinions, subsequently receiving criticism for featuring figures such as anti-abortion advocate Lila Rose and QAnon supporter Jim Caviezel.

Controversies have included a partnership with Russell Brand, which concluded following allegations of sexual assault. Hallow has connections to far-right figures and conservative backers.

In 2024, the Guardian reported that Vice President JD Vance invested significant sums in the app. Other investors comprise Peter Thiel, who joined a $40 million funding round in 2021.

Hallow faced a ban in the EU due to data privacy issues, as religious affiliation information is governed by the EU’s Digital Services Act.

After Stefani’s promotion and other advent advertisements featuring