Whrrl gives iPhone and iPod touch "users a highly personalized view of the world around them" and "identifies and continually surfaces the people, places and events that are interesting by combining personalization technology and social networking," says Jeff Holden, Pelago CEO and co-founder.

Whether on a mobile device or the Web at http://www.whrrl.com, users can share their activities, including current location, the places or events they are visiting, opinions, notes and photos in real-time. This allows users to see what their friends are up to at a glance and join up with them.
Whrrl further parlays all of this activity into a powerful new real-world discovery experience.

Whrrl users regularly discover new restaurants, bars, stores, live music events, movies and more because high-relevance suggestions are constantly surfaced for them, Pelago says. Whrrl also provides filtering capability leveraging rich factual data, like type of cuisine, hours of operation, whether a place has outdoor seating or is family-friendly, etc.

Then, Whrrl allows users to communicate with friends and organize gatherings with a social calendar. Because Whrrl can determine a user’s location automatically, the entire experience is incredibly simple to use, Pelago says.