"NGL quickly climbed the App Store charts after its launch in late 2021, joining a group of similar apps popular among teens that allow users to send and receive anonymous questions and messages. But it's been embroiled in controversy for most of its existence. Anonymous messaging apps are problematic because they can encourage bullying among teens - Snapchat banned third-party apps like NGL, LMK, Sendit, and YOLO from its platform in 2022 after a parent sued the company for its alleged role in her teenage son's suicide."
"After a two-year investigation, the FTC announced in 2024 that it would ban NGL from offering its app to minors - one of its most drastic interventions to protect minors from harmful social media experiences. "NGL's bait-and-switch tactic prompted many consumers to complain, which NGL executives laughed off, dismissing such users as 'suckers'," the FTC said in a statement at the time. NGL paid a $5 million fine to the FTC and complied with its demands."
NGL, an anonymous messaging app popular with teens after its late-2021 launch, was acquired by Mode Mobile, a smartphone rewards company that monetizes users with heavy advertising. NGL faced persistent controversy for enabling bullying and prompting platform bans, including Snapchat's 2022 prohibition on third-party anonymous apps after a parental lawsuit. The app employed deceptive growth-hacking, including automated fake messages and charging $9.99 monthly subscriptions for misleading sender hints. Following a two-year FTC probe, NGL was banned from offering the app to minors, paid a $5 million fine, and saw its founders depart while remaining employees moved to Mode Mobile.
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