Candl App Review: Is Cameo's Birthday Reminder Worth It?

Cameo's New Direction: Introducing Candl

Approximately one year ago, Cameo experienced a substantial downturn. The company's valuation decreased by a minimum of 90%, and its challenging financial circumstances prevented it from fulfilling a $600,000 penalty imposed by the FTC.

Currently, the organization responsible for the celebrity greeting application is investigating a novel, though rather unexciting, path to expansion. On Thursday, Cameo unveiled Candl, a birthday planning application intended for individuals prone to forgetfulness who wish to commemorate their friends’ birthdays punctually.

Available for free download on the App Store, Candl synchronizes birthdays from your stored contacts and generates a birthday calendar. This allows users to view the birthdays of friends and family, alongside receiving reminders for approaching celebrations.

Features of the Candl App

For those interested in astrology, the app also provides compatibility insights based on zodiac signs.

Furthermore, Candl incorporates a “Birthday Network.” If another Candl user has access to the same contact but lacks birthday information, the app will share the data it possesses from your contacts. Users who prefer to maintain the privacy of their birthday information can opt out by visiting candl.app/optout and submitting the phone numbers they wish to exclude.

Future plans for Candl include the integration of an AI-driven feature designed to suggest appropriate gift ideas.

A Shift in Strategy for Cameo

The application is remarkably simple in its functionality and could prove beneficial to a wide range of users. After all, birthdays are universal, and many individuals struggle to remember them. However, it seems unusual that a formerly prominent “unicorn” company would opt to develop such a basic application as a means of revitalizing its reputation.

Cameo has previously pursued more ambitious ventures, including a community offering based on NFTs and a strategic shift towards supporting content creators. Despite these initiatives, the company has not yet achieved the desired outcomes.

App Download and Revenue Trends

Data from Appfigures, an app intelligence firm, reveals a consistent decline in Cameo app downloads since their peak during the pandemic. In 2021, Cameo recorded 1.1 million app installs, compared to 433,000 in 2022.

The first half of the current year saw a modest increase, with 270,000 downloads – a 24% rise from the 217,000 downloads recorded during the same period last year.

Global gross consumer spending within the app reached approximately $1.7 million in the first six months of 2025. This represents a significant 64% decrease from the roughly $4.7 million spent during the corresponding period in 2024.

Only time will determine whether Candl will succeed in gaining sufficient momentum.