Yahoo buys ‘self-destruct’ mobile messaging app Blink


FORTUNE — Yahoo has extended its recent buying spree by snapping up mobile messaging app Blink, considered a rival to popular message-deleting app Snapchat. The deal was announced on the startup’s website.

Blink, which lets users send messages that self-destruct within a specified timeframe, was purchased for an undisclosed sum. The app, which which was founded by ex-Google employees Kevin Stephens and Michelle Norgan, will shut down its iOS and Android apps after the takeover and the staff will be absorbed into Yahoo.

Mobile messaging apps like Snapchat have gained in popularity and recently have been the target of big-tech deals. Snapchat, which recently settled charges levied by U.S. regulators, turned down a $3 billion offer from Facebook last year. Facebook then went on to buy Whatsapp for $19 billion in its biggest acquisition ever.

The deal represents the 38th purchase completed by Yahoo’s CEO Marissa Mayer since she took over as chief executive of the $35.5 billion company. The biggest was her $1.1 billion purchase of blogging site Tumblr.

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Mayer has a history of using acquisitions to beef up Yahoo’s development pipeline, so-called acqui-hires. In the recent first quarter earnings call, Mayer reviewed how recent buys like and Summly have provided the expertise needed to build out new products in her effort to turn around the tech giant.

“The Alike and Summly teams for example build News Digest,” Mayer said. “The teams from Rockmelt, and Tumblr came together to develop the digital magazines platform. The Xobni team utilized their technology and our user’s data to bring smarter contacts to Yahoo! Mail.”

Mayer also called out teams from Distill and Bread, which added to Yahoo’s advertising offerings, and PlayerScale, which added to the company’s gaming platform. It’s likely Mayer will use Blink’s staff to expand Yahoo Messenger to compete with the likes of Facebook and Snapchat.

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