Automattic Acquires For $50M, Expanding Its App Portfolio


Automattic, the owner of and Tumblr, has expanded its portfolio with the acquisition of, an all-in-one messaging app, for $50 million. The app integrates various messaging platforms, including iMessage, Slack, WhatsApp, Instagram, Telegram, Messenger, and more, into a single dashboard. With end-to-end encryption and a range of user-friendly features, such as message scheduling and the ability to mark messages as unread, offers a unique messaging experience.

Key Takeaway

Automattic has acquired, an all-in-one messaging app, for $50 million. This acquisition allows Automattic to enter the messaging market and offer users a seamless messaging experience across multiple platforms. With a focus on user-centric values and strong encryption, aligns with Automattic’s commitment to privacy and open-source initiatives.

Expanding into the Messaging Market

In a blog post, Automattic stated that the acquisition allows the company to enter a “fourth market that’s integral to the modern web experience: messaging.” This move complements Automattic’s existing offerings, which include WordPress for online publishing, WooCommerce for e-commerce, and Tumblr for blogging, among others. With the addition of, Automattic further strengthens its position in the online communication space.

A User-Centric Approach

The founder of, Kishan Bagaria, will join Automattic as the head of messaging, leading the distributed team. Automattic owner Matt Mullenweg expressed his admiration for, citing personal frustration with navigating multiple messaging apps as one of the motivations behind the acquisition. Mullenweg believes that putting a messaging app in the hands of a company like Automattic, rather than “Big Tech” giants, will allow for faster development and better focus on user needs.

Regulatory Opportunities and User Values

Mullenweg also sees the current regulatory framework as beneficial for a smaller player like With EU regulations in place, it would be challenging for larger companies such as Apple, Google, and Meta to block due to its user-centric approach, client-side operation, and strong encryption. This level of security aligns with Automattic’s commitment to user privacy and its support for open-source initiatives.

Competing with the Big Players

Mullenweg emphasized the importance of user-centric values and integration with various messaging platforms as strategies to compete with industry giants. By acknowledging that users utilize multiple messaging apps, Automattic aims to provide a seamless experience across all platforms. With, the company is poised to challenge Apple’s iMessage exclusivity and offer a more inclusive solution for messaging.

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