If female genital mutilation "direct harm"? If yes, does the same apply to circumcision of males? If yes, is denying jewish people a religious practise (and thus potentially entry to heaven) "direct harm"? Different people will answer this very differently, even in the same country and culture.
More applicable to this case: Is it ok for parents to see where their children are? Is ist ok for parents to get an alert when their children cross a geofence? If in a culture the husband is viewed as the guardian of his wife, is it ok if the husband uses the same app for his wife?
Note that I don't endorse any of these things, I'm simply saying that "are people being directly harmed by this product" is sometimes a deep philosophical or psychological question that is arguably harder than rocket science.
If female genital mutilation "direct harm"? Yes.
does the same apply to circumcision of males? Not to the same extent, because the harm is less - despite using the same word, cutting off the foreskin is objectively less harmful than cutting off the clitoris.
However, this is an area where the prevailing opinion is shifting as we speak. Male circumcision used to be normal (in the US), now it's considered in most polite circles to be somewhere between antiquated and barbaric. The loudest argument in favor seems to be "it's my religious tradition!" but ask the mormons how that argument faired WRT plural marriage and excluding blacks. Public opinion shifts slowly but it's not hard to imagine a future where even religion doesn't cut it as an excuse for cutting off bits of a baby's junk. We may revisit this question in a few more decades.
Is it ok for parents to see where their children are? Yes. Parents in every modern society are granted extremely broad powers over their children.
If in a culture the husband is viewed as the guardian of his wife, is it ok if the husband uses the same app for his wife? No. Women are not property. That's the moral judgement of modern society. Cultures which violate this moral judgement should do so without our help.
These are not thorny issues or deeply philosophical problems.
If we look at African culture, which is the most common place for female circumcision, we find that male circumcision is quite different from what people might expect in both execution and purpose. The boys are much older, and the ritual is done in part to test the "warriors" ability to withstand pain. A boy who cries out in pain brings great dishonor to his family, and of course no sedative is applied. It is ritualized torture with religious attributes.
This does not make US and EU style of male circumcision more moral, but it does mean that when you say that "the harm is less" with circumcision of males, what we are saying is that ritualized torture is not as bad as cutting off the clitoris. I object to that. male circumcision in nations that practice female circumcision is one of the worst form of barbaric acts one human can do to an other human, and for the worst reasons.
Protesting the immoral behavior only by means that don’t really hurt your own bottom line is not actually doing much except cement the hypocrisy.
Freedom of speech is one thing. This app is _specifically_ created to harm women who want refuge.