A free and simple online word game that has gone viral will never become attention-grabbing or ad-laden, its creator has promised.
Wordle challenges people to find a five-letter word in six guesses, with a new puzzle published every day.
It has amassed a following of 300,000 people in three months.
But creator Josh Wardle told the BBC Radio 4's Today programme that he never intended for it to go viral and wants to maintain its simplicity.
The game is available online through a free website - but does not have a smartphone app.
"I am a bit suspicious of mobile apps that demand your attention and send you push notifications to get more of your attention," he said.
"I like the idea of doing the opposite of that - what about a game that deliberately doesn't want much of your attention? Wordle is very simple and you can play it in three minutes, and that is all you get.
"There are also no ads and I am not doing anything with your data, and that is also quite deliberate."
The puzzle game offers just one five-letter word each day: the same word for everyone playing.
Players begin by guessing any five-letter word.
- If any of the letters are in the word but in the wrong place, they turn gold
- If they are in the word in the right place, they turn green
- If they are not in the word, they turn grey
- The goal is to get to the answer within six guesses.
People can then post how quickly they solved the colourful grid on social media, but in a way that doesn't spoil the answer for those still playing.
Mr Wardle, who is a software engineer for social media platform Reddit, told the Today programme that he came up with a prototype in 2013, but his friends weren't keen on it.