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A recent meta-analysis found that while mental health apps can help improve clinical outcomes, there are some concerns around too much engagement leading to frustration and stress. These apps, sometimes marketed as “therapist in your pocket” and “a sort of 24-7 mobile therapist” are employing strategies closely resembling what social media platforms use to maximise psychological engagement. But when the product is mental wellbeing, what happens when the cure becomes part of the disease?