The Ongoing Archivesnext page turner you read may not have anything even close to pages.

At least, if you're reading on Lure, a new reading app that styles its addictive stories into "chats" that readers "watch" by tapping through the chat. The app added some new spooky stories this week -- just in time for Halloween.

Lure is a lot like other "chat fiction"-style apps: all the app's stories are broken up into bite-sized "chapters" that take only a few minutes to read. But instead of reading paragraphs on a page, stories are structured like an SMS conversation, with the reader "watching" the chat unfold.

After each chapter, users have to wait a preset period of time before moving onto the next (unless they pony up a few bucks for a subscription).

It may sound like just another free-to-play gimmick, but it's proved to be a winning formula with dozens of "chat fiction" style apps topping the App Store charts in the reading section. A relatively new entrant to the space, Lure stands out because it offers a curated selection of stories across a number of genres, including horror, mystery, comedy, and romance.

The stories themselves are primarily geared toward teens and young adults, and the reading-disguised-as-text-messaging format has proven incredibly addictive for young users who already can't tear themselves away from their phones.