Anonymous Apps Like Whisper and Secret Have a Dark Side

Abusive language and bullying have brands proceeding with caution

An increasingly popular category of social media presents an enticing but potentially risky proposition for brands eager to reach teens and young adults. Services such as Ask.fm, Secret, Whisper and Yik Yak let individuals communicate anonymously, boasting millions of highly engaged users, many in the 18-24 sweet spot for brands.