Feb 25, 2015 · 1 minute

Yo has announced a new store that makes it easier for consumers to find Yo accounts -- ranging from BuzzFeed to the NBA -- from which they wouldn't mind receiving updates.

The company says this update was necessary because too many individuals, groups, and businesses were signing up for the service to make the old Yo Index a valuable resource.

Which means I get the chance to say I was right about Yo, the company widely-thought to be a punchline and a sign of venture capitalists' willingness to fund basically anything.

Here's what I wrote in my first post about Yo:

This is the part where I would usually make a snarky comment about how Silicon Valley is just filled with people who plan to make a few bucks off investors who don’t have anything better to do with their cash. There’s only one problem: assuming the company abandons its namesake and focuses on the notifications themselves, Yo might actually become surprisingly appealing.

People want to know what’s happening, and notifications are the easiest way for them to learn about the world around them without devoting their full attention to their smartphones. That is why people have purchased smartwatches despite all of their obvious shortcomings, it’s why Apple plans to improve notifications in iOS 8, and it’s why Yo might just be on to something. I stuck by that argument when Yo became a tool for wartime alerts, and I was validated when Betaworks invested in the company's seed round. Yo hasn't made a fool of me yet.

Others are starting to agree that Yo -- or at least some company that makes it easy to get information right from a smartphone's lock screen -- will become more and more popular.

Are there things that could be changed about Yo? Absolutely. (I'd start with the name, or at least the insistence of using "Yo" for every new feature.) And it still needs to grow.

But it's become increasingly clear that Yo's decision to make notifications the primary communications tool between brands and consumers doesn't make it a punchline. It just shows what the future will probably look like, one Yo at a time, as it continues to grow.

[illustration by Brad Jonas]