I've been using Noom for 5 weeks. I like that there's something new every day to read and learn, though the acronyms and science stuff can get pretty overwhelming early on. It's also a bit difficult to put it all together as some concepts are counterintuitive and could maybe use more than one run through to make it stick.
I also don't think this plan is "customized," which the ads say. It's the exact same thing for everyone, though, with all the different tips and tricks, there is likely something that will work for everyone. I think Noom hangs its "customization" hat on the Goal Specialist that is assigned to each person. My personal experience is that the Goal Specialist is not particularly useful. It's a once a week "check-in" message that is not at all a conversation or a plan. They make it sound like you have someone to talk to about what's working or not, and it's really not that detailed or in depth.
You also get a group coach who is supposed to lead your group in discussions and exercises. This too is more of a "post a message, get out of the way" kind of thing. The group leader does post discussion topics but then basically disappears until its time to post the next topic. This doesn't bother me so much as it should be the group who discusses the topics.
Overall, I think the app is good and has useful tools. Don't buy into the "customized" plan deal because it's really not there.
Bottom Line: Yes, I would recommend this to a friend