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Secret Confessions Can Make Money, Message App Whisper Contends

  • Anonymous posts by social network’s users get turned into ads
  • Company finds new use for messaging service after rivals fail

A few hours after learning a rival app would shut down, Michael Heyward started to explain how his social-media startup, Whisper, will avoid a similar fate.

Whisper’s app lets users create and post brief messages, which appear in front of photos and videos, without sharing their identities. Others interested in similar topics answer with their own nameless replies and pictures, creating a visual story that can go viral on sites like Facebook.