YAHOO CEO MARISSA MAYER continued her recent shopping binge as the company announced the acquisition of the Blink messaging app on Tuesday.
Blink is similar in concept to Snapchat for photos, with the sender specifying a "destruct" time for the message, after which it is deleted from the receiver's phone.
The app is a product of Meh Labs, which was set up by two former Google employees. The company announced that it will close its apps within the next few weeks, confirming that Yahoo will harvest another startup as it continues its reinvention.
No terms have been revealed for the deal, but comparisons will instantly be drawn with Facebook's acquisition of Snapchat last year in a deal worth $19bn.
With Yahoo estimated to have 430 million mobile users per month but no operating system of its own to support them, the company has concentrated on finding innovative features to pad its mobile services instead.
A statement on the company website said, "We built Blink because we believe everyone should be free to show the same honesty and spontaneity in their online conversations as they can in person. We look forward to the possibilities that will come from bringing the Blink vision to Yahoo."
In January, Yahoo CEO Marissa Mayer announced the firm's acquisition of intelligent launcher app Aviate, which continues to operate independently.
This week also saw Yahoo launch its Android News Digest app. Based on Summly, the app was created by 15-year-old Nicholas D'Aloisio before being bought by Yahoo for an estimated $30m. µ
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