Cheers: Social Gifting App
Cheers is a new messaging app that allows users to gift the monetary value of physical goods – such as a coffee or sandwich – as part of an in-app conversation.
Users can choose to keep the payment they receive in their Cheers account, regift it to another user, or transfer it to a prepaid MasterCard for use in shops and online stores. Android users can also buy and sell digital content – such as film tickets – as part of a chat.
By integrating a mobile wallet into its messaging platform, Cheers claims it bridges the gap between messaging, social interactions and money transfer. It launched in the Philippines in December 2014 with the strapline: "Here's to making social a little more real".
"Cheers offers users an opportunity to send low amounts of money to each other," says founder Gregor Arn. "Unlike a dull money transfer, we have embedded this as part of messaging and made it socially relevant. It's the most meaningful way to send someone a small token of appreciation."
As we noted in State of Mobile: Winter 2015, messaging apps are fast becoming a core platform for digitally enabled lifestyle services, from peer-to-peer payments to online grocery shopping. In January 2015, ephemeral messaging app Snapchat teamed up with mobile payments platform Square to launch Snapcash. Meanwhile, last month, Asian messaging app Line launched a new grocery delivery service in Thailand.
For more on the commercial potential of messaging, see The Emoji Economy.