App users question Nextdoor's marketing tactics

Neighbourhood chat app Nextdoor, which originated in the US, has defended its marketing strategy after registered users claimed their personal details were being used without their knowledge.

Nextdoor app acts as a noticeboard for a community, with users able to post about local tips, buy and sell items, or as a neighbourhood watch.

The San Francisco-based social media business opened its Asia-Pacific headquarters in Sydney in 2018 and has a 4.7 star rating out of five on the App store.

However, Perth residents have allegedly found promotional leaflets from Nextdoor in their mailboxes signed off with their neighbour’s full name and street.

These users have taken to social media claiming they were “scammed” as their names and streets were used without permission.

Mosman Park resident Jackie Crawford took to her community Facebook group to advise people letters about Nextdoor bearing her name were not directly written by her.

"I was having coffee with a friend ...who said, 'I signed up for that app you told me about'," she said.

"She signed up immediately thinking it was from me.

"I remembered during the sign up process, it prompts you for certain things. I don’t recall…I would certainly not agree to send out letters to my neighbours."

Concerns about Nextdoor’s marketing tactics have been circulating for years from users all over the world, according to product reviews online.

A Department of Mines, Industry Regulation and Safety spokesperson said as no money had changed hands, it was not an issue for Consumer Protection.

The spokesperson said WA ScamNet had also concluded that the app was legitimate, with terms and conditions highlighted common for social media businesses.

"It basically means that participants own their photos and content that they post on the app but the app can use the content as they want," the spokesperson said.

Part of Nextdoor's member agreement requires every user register with their full, real name and address.

"It’s a very sneaky and creepy way of doing it. If they don’t think people would have an issue with it, they should be more upfront with it," Ms Crawford said.

"No money have exchanged hands but you feel like your privacy have been violated."

Despite the users' claims, Head of Nextdoor Australia Jennie Sager said every single invitation was sent with the member’s permission.

“Let me clarify that Nextdoor never sends any mailed invitation letters without the explicit permission of the sender, specifically Nextdoor neighbours,” she said.

“This is sent from one neighbour (user) to another neighbour within their neighbourhood.

"Nextdoor Australia launched three years ago, and Australian neighbours have been sending mailed invitations to invite neighbours since day one.

"Invitation letters are one of our most popular community building tools among neighbours as most people don’t know all of their neighbours by name and otherwise would not have a way to invite them to join Nextdoor."

The app has since allowed feedback, with users being given the option to choose “send invitations now” or “not now, thanks” on invitation letters.

"Currently, when a new neighbour joins Nextdoor, they are asked if they’d like to grow their neighbourhood by sending neighbours mailed invitations," Ms Sager said.

"It is stated explicitly on several occasions that their name and street name will be included, and they are asked on several occasions to confirm this decision or to skip/opt out. Even after opting in, they can still opt out at any stage by adjusting their personal settings."

According to its website, Nextdoor's revenue increased 66 per cent to $45.8 million for the quarter ending June 30, 2021.