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Scoop: theSkimm acquires the tech behind texting platform Purple

Co-founders of theSkimm Danielle Weisberg (L) and Carly Zakin. Photo: Andrew Toth/Getty Images for Vanity Fair)
Co-founders of theSkimm Danielle Weisberg and Carly Zakin. Photo: Andrew Toth/Getty Images for Vanity Fair

theSkimm, which started seven years ago as a morning newsletter catered towards female millennials, has acquired the technology behind the texting platform Purple, Axios has learned. Deal terms have not been disclosed.

Why it matters: With this acquisition, the company is continuing its expansion out of the inbox.

  • Purple is a text messaging platform that allows creators to charge subscribers directly for news and content updates via text messages.
  • theSkimm offers texting as a part of its suite of products catered to the daily routines of paid members.

The big picture: theSkimm is investing to become a bigger part of the daily routine for its users.

  • In the past few years, it's added customizable calendars and podcasts.
  • A membership to theSkimm app costs $2.99 per month and includes podcasts, a calendar that syncs with important events, articles and recommendations.
  • It also hired its first-ever CTO (Matt Boggie, formerly the CTO of Axios) late last year.

Go deeper: theSkimm puts its election calendar outside the paywall