Celebrities promos go big on pay-to-pray app ‘Hallow’

Whether intentional or not, it looked suspiciously as though the singer had been tasked with keeping Hallow users hooked for access, thereby turning non-subscribers into paid ones once their free trial period elapsed. It’s hardly a new marketing tactic (or scam, if you prefer), but there’s something about exploiting a person’s devotion to their faith that feels particularly grim.

Add to this Chris Pratt’s own omnipotent approach to sponsorship deals and ads for practically anything, and his whole involvement doesn’t feel very genuine. It’s also worth noting that recently converted ambassador, Russell Brand, was baptised in the Thames by Bear Grylls of all people.

That’s not to say that Hallow is all bad. An app doesn’t raise $55m in investment and boast massive engagement if it’s a completely hollow cash grab. Clearly, looking at the reviews, the platform has helped many feel more connected to their faith on a daily basis and the buffet of content on offer is of genuinely good quality.

This Christmas, join Gwen Stefani on Hallow, the #1 prayer app in the world.

— Hallow (@HallowApp) November 20, 2024

Your own outlook depends whether your glass is half-full or empty. Hallow’s questionable marketing may purely be symptomatic of modern society and its demands while its intentions are pure. On the flip side, it could also be an exploitative way of squeezing cash from those seeking religious fulfilment.

In any case, it wouldn’t be the only high-profile example of this in 2025. Reverand Lorenzo Sewell, who delivered Donald Trump’s benediction ahead of his second presidential term, launched his eponymous crypto meme coin on the same day and called for investors in the name of Jesus.

It would seem Christ was distracted, however, as the coin tanked by 93% of its market value in a single day in January.

Whether or not Hallow wanting the Catholic community to track its spiritual ‘progress’ for a regular fee belongs in the same category is down to your own intuition. Are the intentions of these religious business moguls genuine, deceptive, or somewhere between the two?

As the Hallow bunch will probably tell you, it’s a matter of faith.