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TechCrunch has learned that Snapchat has bought Zenly for between $250 million and $350 million in mostly cash and some stock in a deal that closed in late May. Snapchat will keep Zenly running independently, similar to how Facebook lets Instagram run independently." /> <link rel="canonical" href="https://techcrunch.com/2017/06/21/snapchat-buys-zenly/" /> <meta property="og:locale" content="en_US" /> <meta property="og:type" content="article" /> <meta property="og:title" content="Snapchat acquires social map app Zenly for $250M to $350M | TechCrunch" /> <meta property="og:description" content="Snapchat's newest feature, Snap Map, is based on its latest acquisition, social mapping startup Zenly. TechCrunch has learned that Snapchat has bought Zenly for between $250 million and $350 million in mostly cash and some stock in a deal that closed in late May. Snapchat will keep Zenly running independently, similar to how Facebook lets Instagram run independently." /> <meta property="og:url" content="https://techcrunch.com/2017/06/21/snapchat-buys-zenly/" /> <meta property="og:site_name" content="TechCrunch" /> <meta property="article:publisher" content="https://www.facebook.com/techcrunch" /> <meta property="article:published_time" content="2017-06-21T22:18:42+00:00" /> <meta property="article:modified_time" content="2018-10-03T18:48:18+00:00" /> <meta property="og:image" content="https://techcrunch.com/wp-content/uploads/2017/06/snap-acquires-zenly.png" /> <meta property="og:image:width" content="2560" /> <meta property="og:image:height" content="1440" /> <meta property="og:image:type" content="image/png" /> <meta name="author" content="Josh Constine" /> <meta name="twitter:card" content="summary_large_image" /> <meta name="twitter:creator" content="@TechCrunch" /> <meta name="twitter:site" content="@TechCrunch" /> <meta name="twitter:label1" content="Written by" /> <meta name="twitter:data1" content="Josh Constine" /> <meta name="twitter:label2" content="Est. reading time" /> <meta name="twitter:data2" content="3 minutes" /> <script type="application/ld+json" class="yoast-schema-graph">{"@context":"https://schema.org","@graph":[{"@type":"NewsArticle","@id":"https://techcrunch.com/2017/06/21/snapchat-buys-zenly/#article","isPartOf":{"@id":"https://techcrunch.com/2017/06/21/snapchat-buys-zenly/"},"author":[{"@id":"https://techcrunch.com/#/schema/person/image/090889b8ec2eb2d1121b989173ca246a"}],"headline":"Snapchat acquires social map app Zenly for $250M to $350M","datePublished":"2017-06-21T22:18:42+00:00","dateModified":"2018-10-03T18:48:18+00:00","mainEntityOfPage":{"@id":"https://techcrunch.com/2017/06/21/snapchat-buys-zenly/"},"wordCount":643,"commentCount":0,"publisher":{"@id":"https://techcrunch.com/#organization"},"image":{"@id":"https://techcrunch.com/2017/06/21/snapchat-buys-zenly/#primaryimage"},"thumbnailUrl":"https://techcrunch.com/wp-content/uploads/2017/06/snap-acquires-zenly.png","keywords":["Snapchat","Zenly","snap inc","Snap Snap Map"],"articleSection":["Startups","Media & Entertainment"],"inLanguage":"en-US","speakable":{"@type":"SpeakableSpecification","cssSelector":["#speakable-summary"]},"copyrightYear":"2017","copyrightHolder":{"@id":"https://techcrunch.com/#organization"}},{"@type":"WebPage","@id":"https://techcrunch.com/2017/06/21/snapchat-buys-zenly/","url":"https://techcrunch.com/2017/06/21/snapchat-buys-zenly/","name":"Snapchat acquires social map app Zenly for $250M to $350M | TechCrunch","isPartOf":{"@id":"https://techcrunch.com/#website"},"primaryImageOfPage":{"@id":"https://techcrunch.com/2017/06/21/snapchat-buys-zenly/#primaryimage"},"image":{"@id":"https://techcrunch.com/2017/06/21/snapchat-buys-zenly/#primaryimage"},"thumbnailUrl":"https://techcrunch.com/wp-content/uploads/2017/06/snap-acquires-zenly.png","datePublished":"2017-06-21T22:18:42+00:00","dateModified":"2018-10-03T18:48:18+00:00","description":"Snapchat's newest feature, Snap Map, is based on its latest acquisition, social mapping startup Zenly. 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Previously, Constine was the Editor-At-Large for TechCrunch where he wrote over 3500 blog posts about social tech giants like Facebook and Snapchat as well as early stage startups across verticals. His work was cited on the floors of the Senate and House Of Representatives, and led to the shut down of Facebook's Onavo market surveillance app. Constine was formerly the Lead Writer of Inside Facebook through its acquisition by WebMediaBrands, covering everything about the social network. Constine graduated from Stanford University in 2009 with a Master's degree in Cybersociology, examining the influence of technology on social interaction. He researched the impact of privacy controls on the socialization of children, meme popularity cycles, and what influences the click through rate of links posted to Twitter. Constine also received a Bachelor of Arts degree with honors from Stanford University in 2007, with a concentration in Social Psychology & Interpersonal Processes. 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1-.605.436 1.75 1.75 0 0 1-1.43 0 1.9 1.9 0 0 1-.605-.436"/></svg> </a> </div> </div> </div> </div> <div class="article-hero__middle"> <h1 class="article-hero__title wp-block-post-title">Snapchat acquires social map app Zenly for $250M to $350M</h1> </div> <div class="article-hero__bottom "> <div class="article-hero__authors"> <div class="is-style-default wp-block-tc23-author-card"> <div class="wp-block-group wp-block-tc23-author-card__info is-layout-flow wp-block-group-is-layout-flow"> <div class="wp-block-tc23-author-card-name"> <a class="wp-block-tc23-author-card-name__link" href="https://techcrunch.com/author/josh-constine/">Josh Constine</a> </div> </div> </div> </div> <div class="article-hero__date"> <div class="wp-block-post-date"><time datetime="2017-06-21T15:18:42-07:00">3:18 PM PDT · June 21, 2017</time></div> </div> </div> </div> <div class="article-hero__credits-mobile"></div> </div> </div> <div class="is-floating wp-block-techcrunch-social-share"> <button 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1-.605.436 1.75 1.75 0 0 1-1.43 0 1.9 1.9 0 0 1-.605-.436"/></svg> </a> </div> </div> <main class="wp-block-group template-content is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-columns article is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <div class="entry-content wp-block-post-content is-layout-constrained wp-block-post-content-is-layout-constrained"><p class="dropcap">Snapchat’s newest feature, Snap Map, is based on its latest acquisition, social mapping startup Zenly. TechCrunch has learned that Snapchat has bought <a href="https://zen.ly" target="_blank" rel="noopener nofollow">Zenly</a> for between $250 million and $350 million in mostly cash and some stock in a deal that closed in late May. Snapchat will keep Zenly running independently, similar to how Facebook lets Instagram run independently.</p> <p id="speakable-summary">[Update 8/11/2017: Snapchat’s SEC filings confirm that it<a href="https://techcrunch.com/2017/08/11/snap-sec-doc-confirms-acquisition-of-social-maps-app-zenly-for-213m/"> paid $213.3 million in cash for Zenly</a>, though additional retention packages and milestone-based bonuses could push it above the $250 million threshold.]</p> <div class="ad-unit ad-unit--desktop ad-unit--native wp-block-tc-ads-ad-slot"> <div class="ad-unit__ad" id="us-tc-ros-dt-native-midarticle" data-unitcode="us_tc_ros_dt_native_midarticle" data-sizes="["fluid"]" style="min-height:0px;min-width:0px;"> </div> </div> <div class="ad-unit ad-unit--mobile ad-unit--has-placeholder ad-unit--display wp-block-tc-ads-ad-slot has-background has-gray-100-background-color"> <div class="ad-unit__ad" id="us-tc-ros-mw-mid-center" data-unitcode="us_tc_ros_mw_mid_center" data-sizes="[[300,250],[3,2],[2,2]]" style="min-height:250px;min-width:300px;"> </div> </div> <p>Zenly’s app lets users see where their friends currently are on a map using constant GPS in the background. People can then message these friends in the app to make plans to hang out.</p> <p>The Paris-based startup’s app has 4 million downloads according to <a href="https://sensortower.com/" target="_blank" rel="noopener nofollow">Sensor Tower</a>, with 28% from France but also sizeable numbers in Asia including 12% in South Korea and 8% in Japan. The app is mostly used by teens trying to keep up with their friends around town, at school, or at concerts and other events. Zenly had raised <a href="https://www.crunchbase.com/organization/zenly-locator#/entity" target="_blank" rel="noopener nofollow">$35.1 million</a>, including a <a href="https://techcrunch.com/2016/09/26/zenly-raises-225-million-from-benchmark-for-its-location-sharing-app/" target="_blank" rel="noopener">$22.5 million Series B</a> in September 2016 led by prestigious Silicon Valley venture capital firm Benchmark.</p> <figure id="attachment_1506361" aria-describedby="caption-attachment-1506361" style="width: 680px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="wp-image-1506361 size-large" src="https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?w=680" alt="" width="680" height="581" srcset="https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg 814w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=150,128 150w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=300,257 300w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=768,657 768w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=680,581 680w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=430,368 430w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=720,616 720w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=800,684 800w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=668,571 668w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=439,375 439w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=722,617 722w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-snap-map.jpg?resize=621,531 621w" sizes="auto, (max-width: 680px) 100vw, 680px" /><figcaption id="caption-attachment-1506361" class="wp-caption-text">Zenly’s social map on the left looks extremely similar to Snapchat’s new Snap Map on the right… because Snap acquired Zenly</figcaption></figure> <p>This morning,<a href="https://techcrunch.com/2017/06/21/snap-map/" target="_blank" rel="noopener"> Snapchat launched its Snap Map</a> location-sharing and location-based content discovery feature. It works slightly differently, only pulling your location when you open the app, but otherwise looks so similar to Zenly that<a href="https://techcrunch.com/2017/06/21/snap-copied-location-sharing-app-zenly-to-build-snap-map/" target="_blank" rel="noopener"> we suspected Snapchat had copied it.</a> Sources told us Snap expressed acquisition interest, but Zenly initially rejected them.</p> <p>After more digging, we’ve learned from sources close to the deal that Snapchat did in fact acquire Zenly. A Zenly terms of service change on May 25th may be related to the deal. A Snapchat employee has also been <a href="https://twitter.com/louis_malfoy" target="_blank" rel="noopener nofollow">spotted</a> retweeting people congratulating Zenly’s founders.</p> <p>Rather than shutting down Zenly and folding it into Snapchat, Snap Inc. will allow Zenly to run somewhat autonomously. We asked Snap, but it declined to comment, and Zenly hasn’t returned our inquiries. Instead, here’s TechCrunch’s <a href="https://techcrunch.com/2016/12/06/zenly-lays-out-its-plan-to-become-a-must-have-social-media-app/" target="_blank" rel="noopener">interview with Zenly CEO Antoine Martin</a> at Disrupt London last year.</p> <p><div class="global-consent eu-consent tcembed-iframe tcembed--youtube" data-iframe-src="https://www.youtube.com/embed/q61Jm2VUUmQ?feature=oembed" data-iframe-width="500" data-iframe-height="281" data-iframe-sandbox=""></div></iframe></p><div class="marfeel-experience-inline-cta wp-block-tc23-marfeel-experience"> </div> <p>With both Snap Map and Zenly, Snap Inc. is hedging its bets in the social content space. Because its Snapchat Stories feature is being aggressively copied by Instagram and Facebook’s other apps, Snapchat is wise to expand into the social utility space of helping people meet up offline. Now Snap could own two different apps on people’s home screens.</p> <p>Making plans with friends involves a high degree of intent — about what people want to eat or do — there are plenty of advertising and partnership opportunities down the line. You could imagine restaurants, movie studios and more hoping to hit Zenly or Snap Map users with ads as they plan to go out with friends.</p> <figure id="attachment_1506483" aria-describedby="caption-attachment-1506483" style="width: 680px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="wp-image-1506483 size-large" src="https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?w=680" alt="" width="680" height="413" srcset="https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png 1147w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=150,91 150w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=300,182 300w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=768,466 768w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=680,413 680w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=430,261 430w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=720,437 720w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=900,546 900w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=800,485 800w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=668,405 668w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=618,375 618w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=1017,617 1017w, https://techcrunch.com/wp-content/uploads/2017/06/zenly-map.png?resize=708,430 708w" sizes="auto, (max-width: 680px) 100vw, 680px" /><figcaption id="caption-attachment-1506483" class="wp-caption-text">Zenly’s app features</figcaption></figure> <p>While $250 million to $350 million may seem like a lot to pay for Zenly, Snapchat has seen many of its <a href="https://techcrunch.com/2017/02/02/snap-paid-150-million-to-acquire-looksery-and-64-2-million-for-bitstrips/" target="_blank" rel="noopener">other expensive acquisitions turn out well</a>. It bought Looksery for $150 million in cash and bonuses, which went on to power its iconic augmented reality face filters. It bought Bitstrips for $64.2 million, which has flourished as Snapchat’s Bitmoji personalized avatar stickers. Story Search, QR Snapcodes and its Spectacles glasses were all based off its acquisitions of Vurb, Scan.me and Vergence Labs, respectively.</p> <div class="ad-unit ad-unit--desktop ad-unit--native wp-block-tc-ads-ad-slot"> <div class="ad-unit__ad" id="us-tc-ros-dt-native-midarticle" data-unitcode="us_tc_ros_dt_native_midarticle" data-sizes="["fluid"]" style="min-height:0px;min-width:0px;"> </div> </div> <div class="ad-unit ad-unit--mobile ad-unit--has-placeholder ad-unit--display wp-block-tc-ads-ad-slot has-background has-gray-100-background-color"> <div class="ad-unit__ad" id="us-tc-ros-mw-mid-center" data-unitcode="us_tc_ros_mw_mid_center" data-sizes="[[300,250]]" style="min-height:250px;min-width:300px;"> </div> </div> <p>Zenly doesn’t seem to fit with Snap’s mission to be a camera company. But buying an app for meeting up with friends could let Snapchat own the path to doing the things worth capturing on camera.</p> </div></p> <div class="wp-block-tc23-post-relevant-terms"> <p class="wp-block-paragraph">Topics</p> <div class="tc23-post-relevant-terms__terms"> <a href="https://techcrunch.com/category/media-entertainment/" rel="tag">Media & Entertainment</a><span class="tc23-post-relevant-terms__separator">, </span><a href="https://techcrunch.com/tag/snap-inc/" rel="tag">snap inc</a><span class="tc23-post-relevant-terms__separator">, </span><a href="https://techcrunch.com/tag/snap-snap-map/" rel="tag">Snap Snap Map</a><span class="tc23-post-relevant-terms__separator">, </span><a href="https://techcrunch.com/tag/snapchat/" rel="tag">Snapchat</a><span class="tc23-post-relevant-terms__separator">, </span><a href="https://techcrunch.com/category/startups/" rel="tag">Startups</a><span class="tc23-post-relevant-terms__separator">, </span><a 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class="wp-block-tc23-author-card-social"> <a class="wp-block-tc23-author-card-social__link wp-block-tc23-author-card-social--twitter" target="_blank" rel="noopener" aria-label="Josh Constine on Twitter" href="http://twitter.com/JoshConstine" ></a> <a class="wp-block-tc23-author-card-social__link wp-block-tc23-author-card-social--facebook" target="_blank" rel="noopener" aria-label="Josh Constine on Facebook" href="http://www.facebook.com/JoshConstine" ></a> <a class="wp-block-tc23-author-card-social__link wp-block-tc23-author-card-social--linkedin" target="_blank" rel="noopener" aria-label="Josh Constine on Linkedin" href="https://www.linkedin.com/in/joshconstine/" ></a> <a class="wp-block-tc23-author-card-social__link wp-block-tc23-author-card-social--homepage" target="_blank" rel="noopener" aria-label="Josh Constine's site" href="https://constine.substack.com/" ></a> </div> </div> </div> </div> <div class="wp-block-tc23-author-card-bio"> <div> Josh Constine is a venture partner at $2.1 billion early-stage VC fund SignalFire that builds AI to help its portfolio companies with recruiting and sales. He focuses on consumer, including social, marketplaces, and AI-enabled services. He also leads SignalFire’s PR and fundraising advisory program for its portfolio. Previously, Constine was Editor-At-Large for TechCrunch and was ranked the #1 most cited tech journalist 2016-2020 by Techmeme. Constine has moderated 200+ on-stage interviews and keynotes in 18 countries with leaders including Facebook CEO Mark Zuckerberg, Senator Cory Booker, and whistleblower Edward Snowden. Constine graduated from Stanford University with a Master’s degree he designed in Cybersociology, has been quoted in the NYT and WSJ, and is regularly featured on CNN. <p>Constine currently writes a weekly newsletter called Moving Product at https://constine.substack.com/ where he discusses big ideas facing the startup industry, the most exciting new tech products, and interviews top industry talent about the most important recent launches.</p> <p>Previously, Constine was the Editor-At-Large for TechCrunch where he wrote over 3500 blog posts about social tech giants like Facebook and Snapchat as well as early stage startups across verticals. His work was cited on the floors of the Senate and House Of Representatives, and led to the shut down of Facebook’s Onavo market surveillance app.</p> <p>Constine was formerly the Lead Writer of Inside Facebook through its acquisition by WebMediaBrands, covering everything about the social network.</p> <p>Constine graduated from Stanford University in 2009 with a Master’s degree in Cybersociology, examining the influence of technology on social interaction. He researched the impact of privacy controls on the socialization of children, meme popularity cycles, and what influences the click through rate of links posted to Twitter. Constine also received a Bachelor of Arts degree with honors from Stanford University in 2007, with a concentration in Social Psychology & Interpersonal Processes.</p> <p>Josh Constine is an experienced public speaker, and has moderated over 190 on-stage interviews in 18 countries with leaders including Facebook CEO Mark Zuckerberg, Instagram’s founders, whistleblower Edward Snowden (via on-stage video conference), and U.S. Senator Cory Booker. He also delivers keynotes on how to pitch startups, press strategy for tech companies, and how to turn your passion into your profession. He is available to moderate panels and fireside chats, provide keynotes, and judge hackathon and pitch competitions. You can contact him at Joshsc [at] gmail .com</p> <p>Constine has been quoted by The Wall Street Journal, CNN Money, The Atlantic, BBC World Magazine, Slate, and more, plus has been featured on television on Good Morning, America, The Today Show, China Central Television, and Fox News. Constine was ranked as the #1 most cited tech journalist on prestigious news aggregator Techmeme from 2016 to 2020.</p> </div> </div> <div class="wp-block-button is-style-link"> <a data-ctaText="View Bio" data-destinationLink="https://techcrunch.com/author/josh-constine/" data-event="button" class="wp-block-button__link wp-element-button has-inline-icon" href="https://techcrunch.com/author/josh-constine/">View Bio <svg class="uikit-icon" style="width: 1em;" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 24 24"><path fill="var(--c-svg, currentColor)" d="M16.5 12 9 19.5l-1.05-1.05L14.4 12 7.95 5.55 9 4.5z"/></svg></a> </div> </div> </div> <div class="wp-block-tc23-openweb-comments"> <section id="comments_1506468" class="comments-openweb" aria-label="Comments"> <div id="commentWidget-1506468" class="comments-widget" tabindex="0"></div> <div class="btn is-style-outline"> <button class="btn__link" href="#"> <svg fill="none" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 16 16" 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