The photo-sharing app Locket, known for letting users share images directly to friends’ home screen widgets, is expanding its reach by introducing a new feature called “Celebrity Lockets.” This update aims to deepen connections between artists and their fans while maintaining the app’s core focus on authenticity and intimacy.
Since its 2022 launch, Locket has positioned itself as a competitor to platforms like BeReal, emphasizing real-time, unfiltered sharing. Users can connect with up to 20 close friends, exchanging personal photos that update instantly via home screen widgets. The app boasts over 80 million downloads, 9 million daily active users, and 10 billion shared photos. Notably, Locket achieved profitability in 2024 after raising just $12.5 million—a rare feat in the social media space.
Celebrity Lockets, tested over the past six months with artists like Suki Waterhouse and JVKE, allows musicians to engage fans through exclusive updates about tours, albums, and behind-the-scenes content. Fans can join via social media links or in-app searches, with celebrities capping their audience between 1,000 and 15,000 followers to maintain exclusivity. For example, Waterhouse’s 5,000 slots attracted hundreds of new users to Locket, with 17% being first-time app adopters.
“This feature creates unparalleled immediacy between artists and fans,” says founder Matt Moss. “It transforms followers into active participants rather than passive observers, while preserving the app’s intimate vibe.” Early adopters have praised the direct connection, though questions remain about scalability. Rival app BeReal faced mixed reactions to its “RealPeople” celebrity feature, with some users resisting the influx of influencers.
As Locket evolves, it faces the challenge of balancing growth with its original mission of fostering private, authentic sharing. Will celebrity partnerships enhance the experience or dilute the personal connections that defined the app’s success? The answer may shape the next chapter for this unconventional social platform.
