The thing we are strictest about
Built to open in under two seconds on a cheap phone.
Most people will see your page on a ₹12,000 Android, on 4G, inside the Instagram browser. That is the phone we build for, not the one we own.
The numbers we hold ourselves to
These are limits, not results. A release that breaks one of them does not ship.
The page speed budget
- Time to the first byte, in India
- under 200ms
- Largest thing on screen, loaded
- under 1.8s
- Code that runs on your visitor's phone
- under 30KB
- Fonts loaded
- 1 family, cut down to the script being read
- Other companies' scripts
- 0 by default
- The page jumping about while it loads
- almost none
The dashboard we use to build pages is a heavy thing. None of it is sent to your visitor. They get the page and nothing else.
How we stop it slipping
A speed promise that nobody checks is a slogan.
- Every release is tested before it goes out. A real page is loaded over a throttled 4G connection on a simulated mid range phone. If it misses the budget, the release stops.
- Your page is not built when someone opens it. When you publish, we make the finished page once, in every language, and put it on servers close to your visitors. Your visitor downloads a finished page. Nothing is built while they wait.
- Photos are shrunk properly. You upload from your phone, we make three sizes in a modern format, and we send the one that fits the screen.
- We do not add trackers. No ad pixels, no analytics libraries from other companies. Counting page opens is done on our side, without tracking cookies.
What is not ours to fix
Being honest about this is the only way the rest of the page is worth reading.
- If your visitor has no signal, nothing loads fast. We can only make the page small.
- If you upload a 40MB photo, we will shrink it, but the first version we serve is still the biggest thing on the page. Fewer, smaller photos always win.
- If you point your own domain at us and your domain provider is slow to answer, the first visit is slower. We use fast servers on our side and cannot pick yours.
- Video from YouTube or Instagram is loaded by them, on their terms. We hold it back until someone taps it.
See how fast yours opens.
Make a page, open it on your own phone on mobile data, and time it.