From Wikipedia, the free encyclopedia

Type of site
Social networking
Available inEnglish
OwnerPelago, Inc.
LaunchedOctober 2007
Current statusShutdown

Whrrl was a social location-based service developed by the Seattle-based company Pelago, Inc.[1] Whrrl had a recommendation engine that uses algorithms and users' votes to surface relevant recommendations.[2]

On June 30, 2010, Whrrl launched its Society Rewards Program, designed to close the gap between a brand's online social media and real-world presence with its first partner, Murphy USA Oil.[3]

Groupon announced that it had purchased Whrrl on April 18, 2011.[4] As Whrrl dissipates, it is being speculated that Groupon will leverage location based social networking or "check-ins" on their popular group coupon site.

Site overview[edit]

The service was launched in October 2007 as a geosocial networking and discovery site that allows both web and mobile users to find, explore, share, meet up at, and rate points-of-interest in their cities.[5]

Pelago's first product, Whrrl, was launched on July 10, 2008. Whrrl v1.0 was a location-based social networking and discovery application for the iPhone, Blackberry and numerous other mobile phones.

Pelago launched Whrrl 2.0, an 'on-the-go' storytelling application for the iPhone and web on March 16 at South by Southwest.[6] Whrrl 3.0 was launched at SXSW on March 11, 2010 with a promise: "We'll save you from Farmville." Press release here [1] Archived August 9, 2010, at the Wayback Machine.

Pelago, Inc.[edit]

The company was founded by Amazon.com veterans Jeff Holden and Darren Vengroff.

In November 2006, Pelago, Inc completed Series A financing backed by Kleiner, Perkins, Caufield & Byers; Trilogy Equity Partners; and Bezos Expeditions.[7] It is also the first product to be financially backed by the iFund.

In May 2008, Pelago announced a second round of funding totaling US$15 million led by Deutsche Telekom, followed by India-based Reliance Technology Ventures and DAG Ventures.[8]

In April 2011, Pelago was acquired by Groupon and the Whrrl service was discontinued.


  1. ^ Whrrl 3 Wants To Kill Farmville. Not Foursquare. Not Gowalla. Farmville.. TechCrunch URL accessed August 26, 2010.
  2. ^ Waters, J.K.; Lester, J. (2010). The Everything Guide to Social Media: All you need to know about participating in today's most popular online communities. EverythingÂ. Adams Media. p. 236. ISBN 978-1-4405-0632-1. Retrieved December 5, 2017.
  3. ^ Check In With Whrrl, Win Free Gas TechFlash URL accessed August 27, 2010.
  4. ^ andrew. "Groupon Acquires Pelago « Groublogpon – The Serious Blog of Groupon". Groupon.com. Retrieved February 1, 2012.
  5. ^ Online Recommendations[permanent dead link]
  6. ^ Whrrl revamps its iPhone app just in time for SXSW... VentureBeat URL accessed May 14, 2009.
  7. ^ Giving it a Whrrl. USA Today URL accessed December 20, 2007.
  8. ^ Pelago Secures $15 Million In Funding For Mobile Social Network On A Map The Washington Post. Accessed June 4, 2008.

External links[edit]