Anonymous messaging app NGL has been acquired by Mode Mobile, a company known for paying users small rewards in exchange for heavy ad exposure. The deal was announced Friday, but the companies didn’t disclose the purchase price or other terms.
NGL became a breakout hit shortly after launching in late 2021, racing up the App Store charts and joining a wave of anonymous Q&A and messaging apps that caught on with teens. The appeal was simple: users could post prompts and receive anonymous questions or comments, often fueling the kind of curiosity-driven engagement that spreads quickly in schools and on social platforms.
But NGL’s rapid growth was followed by ongoing controversy. Anonymous messaging apps have long been criticized for enabling harassment and bullying, especially among younger users. Concerns intensified industry-wide after major platforms moved to restrict these tools, with third-party anonymous apps being removed from certain social integrations in 2022 following a lawsuit tied to a teenager’s death by suicide. The broader message was clear: anonymity can amplify cruelty, and minors often bear the consequences.
NGL also faced backlash for tactics that critics described as deceptive. Reports and user complaints accused the app of sending automated “fake” messages that looked like they came from real people, pushing users to engage more and, in some cases, pay to see clues about who sent the messages. Some users said they were nudged into a $9.99-per-month subscription for hints tied to messages that weren’t authentic. That combination of viral growth, opaque engagement tactics, and ongoing safety concerns made NGL one of the most scrutinized apps in its category.
In 2024, after a two-year investigation, the U.S. Federal Trade Commission took a major step, announcing that NGL would be banned from offering its app to minors. The FTC characterized the company’s approach as a bait-and-switch and noted that executives allegedly dismissed complaints rather than addressing them. NGL agreed to pay a $5 million penalty and to comply with the agency’s requirements.
Now, NGL is moving into its next chapter under Mode Mobile. According to reporting from Business Insider, NGL’s co-founders Raj Vir and João Figueiredo are leaving the company. The app’s remaining three employees are expected to join Mode Mobile.
The pairing is notable because Mode Mobile’s business model is built around monetizing attention. The company sells what it calls the “EarnPhone,” marketed as a smartphone with built-in earning features. Mode Mobile says users can earn money by doing everyday activities on their device, such as listening to music, playing games, and browsing the web. In its investor materials, Mode Mobile explains that it generates revenue through digital advertising partners who pay for user engagement and attention—meaning the experience is designed to show a lot of ads, with users receiving small payouts in return.
With NGL’s history of aggressive engagement tactics and Mode Mobile’s ad-driven rewards approach, the acquisition links two products shaped by the same core idea: capturing and monetizing user attention. Whether this merger leads to a safer, more transparent experience—or simply a new way to squeeze engagement from users—will be the question many observers will be watching next.
