New dating app ‘Thursday’ is trying to make online dating fun and exciting again by only letting users access it on just one day of the week (yeah, you guessed it).

It’s hard to believe that a dating app that isn’t even active six days a week can have any success, let alone challenge big players like Tinder or Bumble, but George Rawlings and Matt McNeill Love, the two entrepreneurs behind Thursday, are very confident in their product. And judging by the interest Thursday has spurred – over 110,000 pre-registered singles around London and New York alone – they may be proven correct when the app finally launches this Thursday, May 6th.

“It’s a fact: people are spending too much time on dating apps,” the Thursday website reads. “Not only is the whole experience underwhelming, but pressure to find ‘the one’ is boring. When did being single become a thing to be ashamed of? That’s where Thursday comes in. We built an app where everything you want from online dating happens in one day, making Thursday the one day of the week when singles can match, chat and meet. Why? Because there’s more to life than dating apps.”

So Thursday will only be accessible on Thursdays, giving users only 24 hours to match and chat with other people in hopes of finding a date. If they fail to do so, they’ll have to try again the following Thursday, as all matches and chats are wiped at midnight. It may seem counterproductive, but it’s actually designed to cut down on the endless small talk that can hamper traditional online dating, and encourage spontaneity.

The concept of setting up just one day a week for dating is actually pretty smart. Not only does it activate that hard-to-resist FOMO (fear of missing out), because most singles will be available on Thursdays, but it also frees up the other six days of the week, so you don’t have to spend all week constantly checking the app.

“We’re not saying [people] shouldn’t use the other apps because they are fantastic, but when every single person in your city is dating on Thursday and is actually free to date that day, why would you not?” the co-founders asked.

Sure, the 24-hour expiry time doesn’t mean Thursday users won’t be able to “cheat” by exchanging contact information and chatting or meeting on other days of the week, but getting someone to give you your phone number in just a few hours still requires spontaneity, and that’s what counts.

The London-based app will only be launching in the British capital and New York city initially, but other European cities like Paris, Amsterdam and Berlin will soon follow.