It has certainly picked up popularity, or at least use, in certain outdoor communities. I've noticed running events are increasingly noting the W3W address of t

It has certainly picked up popularity, or at least use, in certain outdoor communities. I've noticed running events are increasingly noting the W3W address of their registration and start locations for instance, and associations related to emergency services have allowed themselves to be linked to the app (https://www.airambulancesuk.org/news-knowexactlyewhere/ https://www.airambulancesuk.org/news-knowexactlyewhere/ for instance). I thought I'd seen adverts from official emergency bodies mentioning W3W, but a quick search finds nothing mentioning the fact that call-centres have the facility available that isn't directly from W3W, a straight copy from one of their press releases, or a discussion about the system's deficiencies (i.e. https://www.bbc.co.uk/news/technology-56901363 https://www.bbc.co.uk/news/technology-56901363), so that might be me having not been cynical enough to identify an astroturf campaign!