Anonymous messaging app NGL announced on Friday that it has been acquired by Mode Mobile, a smartphone rewards company that makes money by flooding its users with ads.
NGL quickly climbed the App Store charts after its launch in late 2021, joining a group of similar apps popular among teens that allow users to send and receive anonymous questions and messages. But it’s been embroiled in controversy for most of its existence.
Anonymous messaging apps are problematic because they can encourage bullying among teens — Snapchat banned third-party apps like NGL, LMK, Sendit, and YOLO from its platform in 2022 after a parent sued the company for its alleged role in her teenage son’s suicide.
NGL also came under fire for its shady growth hacking tactics, like sending fake messages to users that seemed like they were from real people but were actually automated by the app. Some users were tricked into paying a $9.99 monthly subscription to get hints about who sent the messages, which were fake.
After a two-year investigation, the FTC announced in 2024 that it would ban NGL from offering its app to minors — one of its most drastic interventions to protect minors from harmful social media experiences.
“NGL’s bait-and-switch tactic prompted many consumers to complain, which NGL executives laughed off, dismissing such users as ‘suckers’,” the FTC said in a statement at the time. NGL paid a $5 million fine to the FTC and complied with its demands.
NGL’s two founders, Raj Vir and João Figueiredo, are moving on from the app, according to Business Insider. The remaining three employees of the app will work for Mode Mobile.
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Given NGL’s track record of dubious growth hacking, this partnership with Mode Mobile seems like a good match.
Mode Mobile makes a smartphone, which it calls the “EarnPhone,” that has “built-in earning features.” The company claims that users can make money by performing everyday tasks on their phone, like listening to music, playing games, and browsing the web. According to the company’s investor materialsMode Mobile generates revenue from “digital advertising partners” that “pay for user attention and engagement.” Basically, your phone is constantly flooded with ads, but you might make enough money to buy a round of beers at a dive bar.
The terms of the sale were not disclosed.
