Cameo’s birthday reminder app, Candl, is a weak attempt at a comeback
In a landscape increasingly defined by innovative AI-driven solutions, the trajectory of established tech entities often presents a fascinating study. One such case is Cameo, the platform once valued for connecting fans with celebrity personalized messages, which has recently found itself navigating turbulent waters. Following a significant downturn that saw its valuation plummet by at least 90% and an inability to settle a $600,000 fine from the FTC, Cameo is attempting to chart a new course with the launch of a new application, Candl.
Introduced on Thursday, Candl is positioned as a straightforward birthday planning app designed to assist users in remembering and celebrating their friends’ and family members’ special days. The premise is simple: sync birthdays from your contacts, organize them into a calendar, and receive timely reminders for upcoming celebrations. Additionally, for those interested in astrological insights, Candl offers compatibility readings based on zodiac signs.
A notable feature of Candl is its “Birthday Network,” which facilitates the sharing of birthday information among users who have shared contacts, provided they have not opted out of this feature via candl.app/optout. Looking ahead, the app also plans to integrate an AI-powered feature designed to suggest personalized gift ideas, an interesting potential addition in the context of ProAITools.net’s focus on AI.
While the utility of a reliable birthday reminder app is undeniable for many, the launch of Candl has raised questions regarding its strategic fit within Cameo’s history. The company, previously known for more ambitious and complex ventures such as its NFT-based community offerings and its recent pivot towards supporting content creators, appears to be adopting a more modest approach with Candl. These prior initiatives, however, have not yielded the desired resurgence for the company.
The financial and user engagement data paints a clear picture of Cameo’s challenges. According to insights from app intelligence firm Appfigures, the Cameo app has experienced a consistent decline in downloads since its peak during the pandemic. App installs dropped from 1.1 million in 2021 to 433,000 in 2022. While the first half of 2025 saw a slight increase to 270,000 downloads, marking a 24% rise compared to the 217,000 recorded in the same period of 2024, this growth is set against a backdrop of significant overall decline.
Furthermore, global gross consumer spending within the Cameo app has seen a sharp contraction. In the first six months of 2025, spending reached approximately $1.7 million, a substantial 64% decrease from the around $4.7 million recorded during the corresponding period in 2024.
The introduction of Candl, while a practical tool, feels like a subdued attempt at a comeback for a company that once commanded significant attention in the tech world. As Cameo seeks to regain its footing in a competitive digital landscape, the success of Candl will be a crucial indicator of its future viability. Only time will tell if this seemingly simple birthday reminder app can reignite the spark for the struggling platform.
