I was a little reluctant at first to pay for the service, as I have been logging food through another app for a long time, and I am a regular exerciser. But I gained a few holiday pounds and felt a jump start would be good. I'm glad I did. There are several things I particularly like about Noom. First, the daily articles are completely engaging. They are interesting, pertinent and extremely informative. They are also humorously written, so they're a lot of fun to read! Another aspect of Noom I enjoy is the coaching piece. There is my own personal coach, who has been extremely encouraging, and there is also a Group coach and chat, which gives a great sense of "we're all in this together." The group coach posts occasional challenges, which is also a form of motivation.
If I had to name a couple of parts I think could be improved, I would say that the food logging function can sometimes be difficult. Pulling up past meals/recipes is not always easy, and the barcode scan is not always accurate. Also, the step counting feature is slightly off as well. I was able to link Noom to my Fitbit, and my daily steps on Fitbit are a good 2,000 more than the daily count on Noom. I'm not really sure why this is (and it's not a big deal, although extra steps usually affect the daily caloric budget).
Aside from these minor inconveniences, I would say that Noom is an excellent option for someone who is ready to make a step towards better health. That's one more reason to like Noom, by the way, the focus is always on health, and weight-loss is merely a bonus. I have been on the program for just about 5 weeks, and I have lost 6 pounds. I feel great, I am learning things I had not previously understood, and I'm fully motivated.
Bottom Line: Yes, I would recommend this to a friend