<s>
Whrrl	B-Application
was	O
a	O
social	O
location-based	O
service	O
developed	O
by	O
the	O
Seattle-based	O
company	O
Pelago	O
,	O
Inc	O
.	O
Whrrl	B-Application
had	O
a	O
recommendation	B-Application
engine	I-Application
that	O
uses	O
algorithms	O
and	O
users	O
 '	O
votes	O
to	O
surface	O
relevant	O
recommendations	O
.	O
</s>
<s>
On	O
June	O
30	O
,	O
2010	O
,	O
Whrrl	B-Application
launched	O
its	O
Society	O
Rewards	O
Program	O
,	O
designed	O
to	O
close	O
the	O
gap	O
between	O
a	O
brand	O
's	O
online	O
social	O
media	O
and	O
real-world	O
presence	O
with	O
its	O
first	O
partner	O
,	O
Murphy	O
USA	O
Oil	O
.	O
</s>
<s>
Groupon	B-Application
announced	O
that	O
it	O
had	O
purchased	O
Whrrl	B-Application
on	O
April	O
18	O
,	O
2011	O
.	O
</s>
<s>
As	O
Whrrl	B-Application
dissipates	O
,	O
it	O
is	O
being	O
speculated	O
that	O
Groupon	B-Application
will	O
leverage	O
location	O
based	O
social	O
networking	O
or	O
"	O
check-ins	O
"	O
on	O
their	O
popular	O
group	B-Application
coupon	I-Application
site	O
.	O
</s>
<s>
Pelago	O
's	O
first	O
product	O
,	O
Whrrl	B-Application
,	O
was	O
launched	O
on	O
July	O
10	O
,	O
2008	O
.	O
</s>
<s>
Whrrl	B-Application
v1.0	O
was	O
a	O
location-based	O
social	O
networking	O
and	O
discovery	O
application	O
for	O
the	O
iPhone	O
,	O
Blackberry	O
and	O
numerous	O
other	O
mobile	O
phones	O
.	O
</s>
<s>
Pelago	O
launched	O
Whrrl	B-Application
2.0	O
,	O
an	O
'	O
on-the-go	O
'	O
storytelling	O
application	O
for	O
the	O
iPhone	O
and	O
web	O
on	O
March	O
16	O
at	O
South	O
by	O
Southwest	O
.	O
</s>
<s>
Whrrl	B-Application
3.0	O
was	O
launched	O
at	O
SXSW	O
on	O
March	O
11	O
,	O
2010	O
with	O
a	O
promise	O
:	O
"	O
We	O
'll	O
save	O
you	O
from	O
Farmville.	O
"	O
</s>
<s>
The	O
company	O
was	O
founded	O
by	O
Amazon.com	B-Application
veterans	O
Jeff	O
Holden	O
and	O
Darren	O
Vengroff	O
.	O
</s>
<s>
It	O
is	O
also	O
the	O
first	O
product	O
to	O
be	O
financially	O
backed	O
by	O
the	O
iFund	B-Operating_System
.	O
</s>
<s>
In	O
April	O
2011	O
,	O
Pelago	O
was	O
acquired	O
by	O
Groupon	B-Application
and	O
the	O
Whrrl	B-Application
service	O
was	O
discontinued	O
.	O
</s>
