feed with friends, is taking things to the next level by adding celebrities to the mix.
Launched in 2022 as an alternative to BeReal, Locket lets users share real-time photos with up to 20 close friends through a widget that updates directly on their iPhone’s home screen. It’s a private, unfiltered space for sharing life’s moments without the pressure of traditional social media.
Now, with over 80 million downloads, 9 million daily active users, and more than 10 billion photos shared, Locket is ready to scale its community even further. The company, which became profitable in 2024 despite raising only $12.5 million in funding, has officially introduced “Celebrity Lockets” a feature it has been quietly testing for the past six months.
This new feature allows music artists and other public figures to connect directly with fans by sending photos, tour dates, updates, and behind-the-scenes content straight to users’ home screens. Think of it as a real-time, mini fan club widget sitting beside your weather or calendar app.
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Artists can share a custom link on social media or be searched directly within the app. Once a fan subscribes, they start receiving exclusive content through the Locket widget.
Celebrities can cap their fan slots between 1,000 and 15,000 followers, making the connection feel more exclusive and intimate. For example, Suki Waterhouse, one of the early testers, has 5,000 fans on the app, 17% of whom were brand-new users, helping Locket attract hundreds of new signups organically.
“This preserves the same intimacy and brand of Locket we’ve built so far,” said founder Matt Moss. “Fans feel special knowing they’re one of just a few thousand, not millions. It transforms followers into participants.”
Unlike typical social media where celebrities feel distant, Locket’s approach focuses on direct, curated moments, enhancing the personal touch. And for artists, it’s a new way to engage fans without the noise of comments or algorithmic clutter.
While initial feedback has been positive, it’s not yet clear if the feature will spark long-term user growth. A similar move by BeReal, which launched a “RealPeople” feature, received mixed reviews, as some users preferred a celebrity-free experience.
Locket may have found a formula that merges authentic connection with celebrity access.
The Celebrity Lockets feature is now rolling out publicly, with more artists to be announced soon.
