It’s tough to sell your company’s services when its name is one “p” short of “app” and even if it contained the double consonant, the name itself had nothing to do with the service provided.

That’s the case of the company known, until today, September 8, 2026, as AutoAp. Founded in 2015, it provides vehicle recall information and related services to dealers, fleets and reconditioners.

So the company recalled its own name and changed it to The Recall Company.

“As we as we grew our business, we’d approach potential clients and we’d introduce ourselves as you know, hi, I’m Mark from AutoAp, and then there’d be this kind of blank stare, and you say, ‘yeah, we’re the company that does recalls, the recall company’,” recalled president Mark Allen, in an interview.

The one-p problem came up when the company’s original owner wanted to call the company the Auto App, but that name was already taken, so he settled for the single P, and it stayed that way until now, Allen explained.

While originally launched as a service to give dealers a heads up on recalls affecting vehicles on their lots, Allen explains The Recall Company still serves them, but 90% of its business focuses on fleet management, inventory management, customer management relations and, especially, companies that recondition and repair vehicles, including performing recall work.

One such company that’s become a major customer is Rapid Recon , which provides software for managing vehicle reconditioning workflow.

Clearer visibility for The Recall Company has become more imperative as the number of vehicles under recall rises. However, a good many owners are either ignoring the notices or delaying the repairs and continue to operate vehicles that may be too dangerous to drive.

Automakers recalled over 23 million vehicles the first half of 2026, more than double the total from the first six months of 2025 and about 33% higher than the next-highest first half since 2022, according to dealer support site Bizzycar.

The Recall Company’s own research reveals 20%-25% of vehicles on the road today are under recall, but only about 73% are brought in for the free repairs by owners.

“There’s about 50-plus million vehicles driving around the streets today with an open safety recall,” Allen noted. “An analogy we like to use is if you pull up to a four-way stop, it’s highly likely that one of you is driving a dangerous vehicle.”

Recalls are not only vital for keeping drivers and occupants safe, they are key catalyst for dealers who depend on a robust service business which has a higher profit margin than many vehicle sales.

Recall repairs are free to owners plus dealers must also repair any vehicles on their lots under recall before they can be sold.

In all cases, automakers reimburse the dealers for the cost of those repairs. Across the industry, Allen estimates that’s a $20 billion to $30 billion opportunity.

When a customer brings a vehicle in for the free recall repair, the dealership then has an opportunity to suggest the car or truck may need additional service such as replacing worn windshield wipers or an oil change.

“Talking to our clients and the dealers that we work with, when they bring a customer in for a recall, they get usually $250 to $400 in customer pay work at the same time, which almost closes in on doubling that $20 billion number, so the opportunity is huge for dealerships.”

That’s why a key service The Recall Company provides is assisting dealers in communicating recalls to owners, according to Allen.

“We feel like we found a niche in the industry that really needs services. We also kind of like the fact that we help like make the world a safer place,” Allen mused. “I don’t want to sound too altruistic, but it’s like, I mean, geez, if we if we help somebody bring a vehicle in that got repaired and didn’t kill somebody that could have, hey, we did we did good.”

And now the company has a name that’s easier to… recall.