A lonely gig worker, ANA, becomes addicted to a new word-of-mouth marketing app, WOM, thanks to its built-in gamification and her natural skill of inserting contrived recommendations in everyday conversation. At a beloved local spot, Mama’s Honey Buns, Ana meets and instantly bonds with a fellow WOM leader boarder, JESS. The pair has the time of their life teaming up via the app’s new Squads feature.

But as WOM’s influence expands, pushing controversial campaigns and nearing a stranglehold on casual conversations, Ana start to question the ethics of her obsession. Jess, on the other hand, willingly turns a blind eye. Jess and Ana’s friendship reaches its breaking point when Mama’s Honey Buns gets converted into a brick-and-mortar WOM enterprise. As the women part ways, Ana contemplates severing ties with WOM for good, only to realize its grip isn’t so easily released.