Momo was actually just the name of a default setting for newly created accounts on the Chinese social media platforms Douban and Xiaohongshu. But then users discovered that they could express their opinions largely undetected under the pseudonym and the accompanying pink emoji profile picture. There are now thousands of Momos sharing gossip on China’s strictly censored Internet, but they also discuss serious topics such as women’s rights and youth unemployment. The masses offer protection from quick detection. But not completely: In China, every social media account must be verified with a cell phone number, each of which is registered with an ID.