Automattic Quietly Launches Experimental Selfies App for Android
In an intriguing move, Automattic—the company behind WordPress—has stealthily released Selfies, a new social photo-sharing app exclusively for Android. The app emerged without fanfare as part of Automattic’s strategy to test products in the wild before formal announcements.
The Experimental Approach
According to the app’s FAQ, Automattic deliberately launched Selfies without publicity to observe organic growth. After about a week in the Google Play Store, downloads remain modest (100-500 installs), but the experiment provides valuable insights.
Former Automattic CEO Toni Schneider, who transitioned to product development in January, revealed this is the fourth project from the company’s internal “tinker team.” This six-person group explores innovative concepts from company-wide brainstorming sessions.
App Features and Functionality
The current version offers a streamlined experience:
- Instant photo capture with filters and captions
- Public feed of all user selfies
- Response system using images (similar to Snapchat or Slingshot)
- Quick sharing to other social networks
Schneider acknowledges the single public feed won’t scale long-term, with plans to implement content filtering soon.
Development Background
Selfies originated as a Gravatar app concept before evolving into its current form. The Android-only release stems from user feedback—when polling Gravatar users about platform preference, Android emerged as the clear winner.
The project began development around May 2014, coinciding with Automattic’s $160 million funding round. The team built the current version in approximately eight weeks.
Automattic’s Multi-Product Strategy
When asked if this signals a move toward app diversification (like Facebook or Google), Schneider noted Automattic already maintains multiple products including:
This experimental approach allows Automattic to test innovative concepts while maintaining its core web publishing services. The Selfies app represents another fascinating experiment from one of tech’s most interesting companies.
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