# Social Discovery Whrrl.com on iPhones By Mitchell Fanning | Published 2008-06-04 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/the-next-big-thing-in-mobile-social-networking-whrrlcom References: [technologyreview](http://www.technologyreview.com/Infotech/20844/) & [technologyreview](http://www.technologyreview.com/Infotech/20844/) One startup that is expecting to transform the social networking space is **Pelago**. Pelago will soon offer a version of its software, called Whrrl, for the [iPhone](https://www.trendhunter.com/trends/uber-2). The software enables something Pelago's chief technology officer, Darren Erik Vengroff, calls **[Social Discovery](https://www.trendhunter.com/trends/hyperlocal-social-networks)**. It involves using the iPhone's map and self-location features, as well as delivers information about the prior activities of the user's friends. Whrrl also proposes new places to explore or activities to try. This upstart recently garnered $15 million from funders, including [Kleiner Perkins Caufield and Byers](https://www.trendhunter.com/trends/parallel-web-systems). ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 6% | Activity: 32% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### Why This Trend Is Growing - **Social-discovery:** Pelago's software Whrrl utilizes the iPhone's map and self-location features to create a new form of social discovery. - **Mobile-social-networking:** Pelago's iPhone version of Whrrl represents the next generation of social networking through its mobile integration. - **Location-based-recommendations:** Whrrl uses self-location and prior activity tracking to offer new places to explore or activities to try. ### Industries Being Reshaped - **Social-networking:** Pelago's Whrrl software can disrupt the social networking industry through its innovative social discovery feature. - **Mobile-communication:** Pelago's iPhone version of Whrrl can revolutionize mobile communication through its advanced location-based capabilities. - **Tourism-hospitality:** Whrrl's location-based recommendations present significant opportunities for the tourism and hospitality industry to enhance customer experiences. ## Related on Trend Hunter - [Event-Based Social Networking Applications](https://www.trendhunter.com/trends/plus-1.md) - [Travel Networking Apps](https://www.trendhunter.com/trends/floo.md) - [City Exploration Apps](https://www.trendhunter.com/trends/social-exploration-app.md) - [Social Travel Exploration Platforms](https://www.trendhunter.com/trends/roameio.md) - [Location-Based Photo Sharing](https://www.trendhunter.com/trends/personalized-picture-albums.md) - [County-Focused Discovery Apps](https://www.trendhunter.com/trends/saratoga.md) - [Smart City Exploration Apps](https://www.trendhunter.com/trends/purrwalk.md) - [Innovative Activity-Finding Apps](https://www.trendhunter.com/trends/we-outside.md) - [Real-World Adventure Games](https://www.trendhunter.com/trends/scratch-earth.md)