How release.wtf works

The complete guide to turning a drop launch into an unmissable appointment. 5 steps, 30 seconds of setup, zero app to install for your fans.

1Create a free account

Head to app.release.wtf and hit "Sign in". Type your email, get a magic-link, click it. No password to remember. Google OAuth is also available if you prefer. 10 seconds max.

You're in your dashboard immediately. Account creation is free — you can even create events and preview them. Payment (29€/year or 59€/lifetime) only unlocks the public publishing of your events.

2Publish your drop page

Click "New event". Fill in :

• Title — your collection / drop / album / product name
• Date & time — when the drop happens (with timezone)
• Brand — shown as a pill above the title on the public page
• Cover image — JPG/PNG 1600×900 ideally, shown as preview when the link is shared
• Accent color — matches the page to your brand
• Description — optional, adds context

Hit Publish. You get a short URL like app.release.wtf/?e=your-drop or rls.wtf/aB3xKz9 if you enable short links in your settings.

3Share the link everywhere

The URL works in every channel you already use :

• Instagram / TikTok bio — one click takes fans to the drop page
• Stories — direct link sticker
• Newsletter / email marketing — CTA button in your Klaviyo, Mailchimp campaigns
• SMS — short link compatible
• DM / Discord / Telegram — 1-to-1 or group share
• Your site's homepage — via the embed widget (HTML snippet that shows the countdown + calendar buttons directly on your Shopify)
• Password-protected page — perfect for hype drops : fans discovering your site can add the drop before it's even live

4Fans add the event to their calendar

On the public page, fans see a countdown to the drop and 3 big buttons :

• Apple Calendar — for iPhone / Mac users (~50% of the French market)
• Google Calendar — for Android & Workspace users
• Outlook — for Microsoft / professional users

Plus a discreet link below : "Add to my calendar — Notion, Yahoo, Proton and other apps" which downloads a universal .ics file. It works in any modern CalDAV or iCalendar client : Notion Calendar, Yahoo, Proton Calendar, Fastmail, Thunderbird, Samsung Calendar, MIUI Calendar, etc.

Fan clicks, event saved to native calendar. No release.wtf app to install. No push notification permission to grant. No password to create. No cookie banner to dismiss.

5On launch day, the phone fires the notification

On drop day, at the exact time, every fan's phone goes "ding" with a native calendar notification. The fan taps, and lands directly on your sales site.

Why it works so well :

• Near-100% open rate. Calendar notifications aren't filtered by an algorithm. They don't fall in spam. They don't depend on whether the fan opened their email app that morning.
• No app to install. No push notification permission ask. The calendar is already on the fan's phone, and they trust it.
• Independent of social algorithms. Instagram can shadow-ban your account, your audience still gets their reminder.
• Works offline. The reminder fires locally on the phone, even if internet is cut at drop time.

Built-in analytics

Brand-side, you see in real time on your event_stats page :

• Drop page views (public page + embed widget)
• Calendar adds, broken down by Apple / Google / Outlook / Other
• Traffic sources : Instagram, TikTok, direct (DM), email, etc.
• Real launch-day clicks on the calendar link (if you enable the rls.wtf short-link tracker)
• Overall conversion visits → adds → launch-day clicks, vs platform average

What release.wtf is not

To clarify scope :

• Not a checkout tool. We don't do payment. You sell on your Shopify, BigCommerce, Squarespace, whatever.
• Not an email marketing tool. We send transactional emails (magic link, payment confirmation) but no campaigns to fans. Keep Klaviyo or Mailchimp for that.
• Not a CRM. We don't store your fans' personal data (they stay anonymous — their phone holds the calendar reminder).
• Not an app to download. Everything runs through the web browser and the phone's native calendar.