NGL, the anonymous messaging platform that captivated millions by storming to the top of Apple’s App Store charts in 2022, has embarked on a new chapter following its acquisition by Mode Mobile — a technology company renowned for empowering smartphone users to earn tangible rewards through everyday device engagement. This high-profile deal, whose financial details remain undisclosed, unites two entities operating at the intersection of mobile innovation and user-driven digital ecosystems. The acquisition signifies a strategic expansion for Mode Mobile as it continues to integrate novel forms of communication and engagement into its technology portfolio.
The origins of NGL trace back to a modest and entrepreneurial environment — a shared workspace at a WeWork facility — where the founders cultivated a focused, resource-efficient approach. Remarkably, the company grew without the backing of external investors, maintaining an extraordinarily lean team of only five employees. The app takes its name from the online slang expression “Not Gonna Lie,” encapsulating the candid and unfiltered nature of its anonymous communication concept. Since its November 2021 debut, NGL experienced explosive growth, surging to claim the No. 1 position on Apple’s U.S. App Store within months. This rapid ascent reflected its viral appeal, particularly among younger audiences drawn to the intrigue and unpredictability of anonymous social interactions.
In 2022, Business Insider observed the magnetic pull such platforms exert on users, especially adolescents and young adults, who are often enticed by the suspense of discovering hidden sentiments or compliments from their peers. The publication vividly described the psychological allure of these digital confessional spaces — the rush of anticipation akin to a dopamine-driven reward when favorable or affectionate messages arrive anonymously. For many users, the excitement hinged on the possibility of receiving secret admiration or heartfelt acknowledgment that might never surface in face-to-face interactions.
However, the app’s meteoric growth was soon overshadowed by serious regulatory challenges. According to a 2024 joint complaint issued by the U.S. Federal Trade Commission (FTC) and the Los Angeles District Attorney’s Office, much of NGL’s early expansion stemmed from activities deemed unlawful, specifically the targeting of minors through deceptive marketing practices. FTC Chair Lina M. Khan publicly condemned the company’s approach, asserting that NGL knowingly promoted its platform to children and teenagers despite being aware that such exposure heightened their vulnerability to cyberbullying and online harassment. Following months of legal scrutiny, NGL and its founders reached a settlement agreement, paying a $5 million penalty and committing formally to cease any form of marketing directed toward underage audiences.
In the aftermath of this pivotal settlement, NGL’s co-founders — Raj Vir and João Figueiredo — initiated a significant strategic overhaul of the platform. They refocused its core experience to cater exclusively to adult users and simultaneously fortified its safety protocols to mitigate potential misuse. Figueiredo later acknowledged that, although the restriction of under-18 users initially caused a short-term decline in engagement, the company soon regained traction as it recalibrated its brand identity around a mature and responsible user base. This renewed stability and focus ultimately convinced the founders that the time was right to pursue an acquisition, marking a natural inflection point in NGL’s evolving narrative.
Highlighting the scale of the app’s comeback, Mode Mobile’s CEO and Co-Founder Dan Novaes emphasized in an internal communication that NGL represents one of the most culturally resonant Gen-Z platforms with a truly global footprint. He noted the app’s extraordinary viral mechanism — a self-perpetuating growth loop that has replicated successfully across diverse geographic and cultural contexts — and cited its impressive figure of more than 125 million monthly active users as evidence of lasting relevance and community engagement. To Novaes, the acquisition is not merely a business transaction but a merging of complementary visions centered on rewarding digital participation and redefining user interaction in the mobile space.
As part of the transition, NGL’s remaining three employees will integrate fully into the Mode Mobile team, ensuring continuity and transferring institutional knowledge. Meanwhile, Vir and Figueiredo will serve as advisors throughout the transition process, before moving on to explore new, undisclosed ventures in the technology and entrepreneurial landscape. Their decision to step aside reflects confidence in Mode Mobile’s capacity to steward NGL into its next developmental phase while upholding the platform’s evolving ethos of safer, authentic, and curiosity-driven communication.
NGL’s trajectory mirrors the broader challenges and complexities that have long accompanied anonymous messaging applications. Historical counterparts such as Ask.fm, Yik Yak, Yolo, and LMK each faced waves of criticism for inadvertently enabling cyberbullying and emotional harm under the guise of anonymity. Notably, Ask.fm, one of the earliest pioneers in the space, ceased operations in the preceding year — a cautionary reminder of how difficult it can be to balance user freedom with digital safety. Against this backdrop, NGL’s acquisition by Mode Mobile stands as both a redemption arc and a reimagining of what anonymous social communication might become when guided by ethical oversight, technological refinement, and a commitment to user well-being.
Sourse: https://www.businessinsider.com/anonymous-messaging-app-ngl-has-been-acquired-by-mode-mobile-2025-12
