Locket, the photo-sharing app that lets users share images displayed as widgets on friends’ home screens, is making waves with a new celebrity-focused feature. Originally launched in 2022 as a competitor to BeReal, Locket offers a more authentic way to connect by allowing users to share unfiltered selfies and updates with a select group of up to 20 close friends.
The app has seen impressive growth, with over 80 million total downloads, 9 million daily active users, and more than 10 billion photos shared to date. Notably, Locket achieved profitability in 2024, a significant milestone given its modest $12.5 million in fundraising.
To drive further growth, Locket has been testing a feature called “Celebrity Lockets” for the past six months, officially announcing it this week. The feature primarily targets music artists, enabling them to share updates about tours, album releases, and other news directly with fans. Early tests included artists like Sukie Waterhouse and JVKE, with more names expected soon.
Fans can add celebrities by searching for them in the app or following links shared on social media. Once connected, artists can send photos straight to fans’ home screens, creating a sense of immediacy and intimacy that other platforms lack. Founder Matt Moss explained that this approach turns passive followers into active participants while maintaining Locket’s core appeal of close, personal sharing.
Artists can choose how many fans to engage with, ranging from 1,000 to 15,000 slots. For example, Sukie Waterhouse’s 5,000 fans included 17% who were new to Locket, helping the app attract fresh users. Moss emphasized that fans appreciate the exclusivity of being part of a small, dedicated group rather than just another follower in a massive crowd.
Despite positive feedback from testers, it remains unclear whether this strategy will significantly boost Locket’s user base. BeReal attempted a similar move with its “RealPeople” feature, but the response was mixed, with some users preferring the app’s original anti-social media approach.
Locket’s latest move highlights its ambition to blend personal connections with celebrity engagement, but only time will tell if it resonates with users long-term.