Being able to ride with others what has created The Zwift Effect.
Adding more interaction is the next logical step and after trying a handful of rides with people I know I can say that this is becoming essential.
I would recommend simply not calling the phone apps “Betas”. Just call them apps. Give them a version number. I don’t see why it’s rollout has to be limited by some strange policies of Apple. The description can make it clear that these full-fledged “apps” are intended as companions for a separate beta service and that you need an account there to use them.