WASHINGTON (AP) — Download the mental health chatbot Earkick and you’re greeted by a bandana-wearing panda who could easily fit into a kids’ cartoon.

Start talking or typing about anxiety and the app generates the kind of comforting, sympathetic statements therapists are trained to deliver. The panda might then suggest a guided breathing exercise, ways to reframe negative thoughts or stress-management tips.

It’s all part of a well-established approach used by therapists, but please don’t call it therapy, says Earkick co-founder Karin Andrea Stephan.

“When people call us a form of therapy, that’s OK, but we don’t want to go out there and tout it,” says Stephan, a former professional musician and self-described serial entrepreneur. “We just don’t feel comfortable with that.”