Around this time last year, Cameo faced a challenging period as its valuation plummeted by over 90%, and the company struggled financially, even unable to settle a $600,000 fine from the FTC. In a bid to chart a new course, Cameo is venturing into a fresh, if somewhat mundane, direction with the launch of Candl, a birthday planning app aimed at helping users remember and celebrate their friends’ birthdays.
Candl, which can be downloaded for free from the App Store, offers a practical solution for those who tend to forget important dates. It syncs with your contacts to create a comprehensive birthday calendar, ensuring you never miss a celebration. For astrology enthusiasts, the app provides compatibility insights based on zodiac signs.
A unique feature of Candl is its “Birthday Network,” which allows users to share birthday information from contacts. If another user doesn’t have a birthday listed, the app will provide that detail if available. For those who value privacy, there’s an option to opt out by visiting the app’s website.
In a move to enhance its offerings, Candl is planning to introduce an AI-driven feature that suggests personalized gift ideas. This straightforward app could become a useful tool for many, as remembering birthdays is a common struggle. However, it’s intriguing that Cameo, once known for its bold ventures like NFT communities and content creator platforms, is now focusing on a simpler concept to regain its prominence.
Despite these past ambitious attempts, Cameo hasn’t achieved the anticipated success. Data from app intelligence sources show a steady decline in Cameo app downloads after a pandemic peak. In 2021, the app saw 1.1 million installs, which dropped to 433,000 in 2022. The first half of this year, however, showed signs of recovery with 270,000 downloads, marking a 24% increase from the previous year’s 217,000.
Nevertheless, consumer spending on the Cameo app has significantly decreased. In the first half of 2025, global spending reached approximately $1.7 million, a stark 64% drop from $4.7 million during the same period in 2024.
Only time will tell if Candl can capture enough interest and carve out a successful niche in the market.
