Anonymous messaging app NGL has been acquired by Mode Mobile

NGL, the anonymous messaging platform that rose to prominence in 2022, has officially been acquired by Mode Mobile, a company known for enabling users to earn rewards through their smartphones. The financial terms of the acquisition remain undisclosed. Initially launched in November 2021 from a WeWork location, NGL quickly gained traction and even secured the top position on the Apple App Store in the United States. The app, whose name stands for "Not Gonna Lie," attracted significant attention due to the allure of anonymous communication, particularly among younger audiences. However, its rapid ascent came with serious legal challenges. In a complaint filed in 2024 by the Federal Trade Commission and the Los Angeles District Attorney's Office, NGL was accused of illegally targeting minors, exposing them to potential cyberbullying and harassment. FTC Chair Lina M. Khan criticized NGL for marketing its app directly to children and teenagers, leading to a $5 million settlement. In response to these challenges, co-founders Raj Vir and João Figueiredo have shifted NGL's focus to adult users and implemented enhanced safety measures to protect users from harassment. Figueiredo noted the initial dip in user engagement after restricting access for those under 18, but indicated that interest in the app has rebounded following the new focus on users aged 18 and above. Dan Novaes, CEO and Co-founder of Mode Mobile, praised NGL for its cultural relevance, highlighting that it boasts over 125 million monthly active users and a potent viral loop that has successfully replicated across various countries. As part of the acquisition, NGL's three employees will transition to Mode Mobile, while Vir and Figueiredo plan to explore new ventures while providing advisory support during the transition. The landscape of anonymous messaging remains fraught with scrutiny, echoing the challenges faced by other platforms like Ask.fm and Yik Yak, which have similarly been criticized for their roles in cyberbullying.