The Clicks Communicater smartphone on display. Startup Clicks Technology makes a Blackberry phone. Courtesy: Clicks
Nearly two decades after touchscreen smartphones pushed physical keyboards into decline, a growing group of startups is trying to bring them back. Companies such as Clicks Technology and Unihertz are building devices and accessories centered around tactile keyboards, targeting users who want a different relationship with their phones.
The renewed interest is partly driven by nostalgia for devices like the BlackBerry, whose signature keyboard design once dominated business communication before touchscreens became standard after the launch of the iPhone in 2007. Although BlackBerry stopped producing phones in 2016 and shut down related software services in 2022, communities dedicated to the devices remain active online, according to CNBC.
But for many younger users, the appeal goes beyond nostalgia. Some consumers who never used classic keyboard phones are now drawn to the idea of more intentional smartphone use. Physical keyboards create small amounts of friction that can reduce endless scrolling and make users more conscious of how they spend time on their devices.
Content creator Chonnie Alfonso told CNBC that using a keyboard device changed how she interacted with her phone by making casual browsing less convenient. Square-shaped keyboard phones are also less optimized for modern social media apps, which some users see as a benefit rather than a drawback.
Clicks Technology says nearly half of its customers never previously owned a keyboard phone. The company markets its products around focus, messaging, and productivity rather than pure nostalgia. Its keyboard attachments are designed to encourage users to complete tasks without drifting into unrelated apps or “side quests.”
The resurgence is also tied to features that many mainstream smartphones have removed over time. Some keyboard-focused devices still support wired headphones, expandable storage through memory cards, and interchangeable covers. For certain users, especially audio enthusiasts, wired connectivity remains preferable due to lower cost and fewer battery concerns.
Accessibility has also become part of the appeal. Some users with low vision or motor control challenges reportedly find physical keyboards easier to use than touchscreen typing. Tactile buttons can offer more accuracy and confidence for people who struggle with virtual keyboards and autocorrect systems.
The niche market is becoming increasingly competitive. Companies including Zinwa Technologies and iKKO are now developing their own keyboard-equipped smartphones. Unihertz recently attracted more than 8,000 backers for its Titan 2 keyboard phone through a crowdfunding campaign.
At the same time, manufacturers face rising component costs linked to the broader AI hardware boom, which has increased pressure on memory and semiconductor supply chains. Some companies have already raised prices in response.
Keyboard phones remain a small segment of the global smartphone market, but their return highlights a growing consumer interest in devices that feel more specialized, tactile, and less optimized for constant engagement.
In a smartphone market dominated by nearly identical glass slabs, the click of real buttons is suddenly finding an audience again.
