A drop is a sale announced in advance, on a set date and time. People sign up, add the date to their calendar, and the store opens at the set time.
By Maxime Lebrun, founder of tern and release.wtf. Updated on 30/10/2026.
A drop page, the calendar buttons and add tracking. 29 € for a year or 59 € for life, whatever your audience.
Set up your drop →One add or ten million, the price is the same. The fan's phone fires the reminder, so there is nothing to bill per message.
No algorithm decides who sees your drop. Once it is in the calendar, it stays there.
Your drop sits among their appointments, where they look to see what they have on.
The event carries the link to your store or product page.
The reminder comes through the phone's own notifications, with nothing to install.
7 days before, the day before, 1 hour before, right on time: you choose. Apple Calendar and Outlook Desktop honor them. On Google Calendar, the fan's own settings apply.
We count every click on the calendar buttons. On our current drop, as of 30/10/2026:
The event stays on their phone until launch day, without us sending anything else. What we don't know: how many of these people will come at opening time because of that reminder.
The day and time of 47 public launches by 30 brands, from May to October 2026.
Counted on 30/10/2026 from public pages, without test pages or duplicates.
| Channel | What you need | What it costs | Its limit |
|---|---|---|---|
| A list of sign-ups | Depends on your tool | Spam, promotions tab, email seen after the drop | |
| SMS | The number and consent | Per message | The cost grows with your list |
| Site notification | The visitor accepting it in their browser | Depends on your tool | Only those who accepted get it |
| Calendar | One tap from the fan, no account | 29 € a year or 59 € for life with release.wtf, whatever the audience | You don't get their contact details. On Google Calendar, their own reminder settings apply |
The calendar doesn't replace your email list. For us they work together: the email brings the add, and the calendar keeps the date.
Across the 47 public launches on release.wtf, Friday comes first and most go out between 6 pm and 9 pm. It isn't a rule: pick the moment your community is around.
No. They add the date to Apple Calendar, Google Calendar or Outlook in one tap, without creating an account.