Oh, I forgot that weddings are done very differently across cultures. In some cultures it might be fixed at a church, but for us, the wedding is often at the bride's home or in some hall in town. So that means the logistics of getting things to that area - catering, chairs, tents.

"Apps don’t scale down to that granularity because busy wedding photographers, florists, and caterers don’t need to sign up for an app to get referrals."

This argument can apply to everything else people sign up on apps for. Localized is fine for food delivery, and busy restaurants sign up for them.

Part of the appeal is finding the non-busy ones. During wedding season, caterers and photographers are often fully booked, and one needs to make a lot of phone calls just to find one that isn't. And of course the new service providers want some way to do marketing. There is a successful app out here for finding wedding photographers but I'm not aware of one here to plan a whole wedding.