After securing $16 million in Series B funding last autumn, event discovery platform IRL is introducing a redesigned website featuring enhanced social functionalities, such as user profiles, chat capabilities, and the option to participate in group events, among other improvements. These updates enable users to receive tailored event suggestions, engage in group activities, and discuss events with their connections, both on the web and through mobile devices. Collectively, these changes position IRL.com as more of a genuine social network than a simple online event directory.

The company, which initially concentrated on real-world happenings, faced a potential crisis last year when the COVID-19 pandemic brought the live events sector to a standstill. However, it proactively adapted its event discovery application to encompass virtual events. In April, IRL responded to government lockdowns and restrictions on gatherings by cataloging online events, including livestreamed performances, esports competitions, Zoom gatherings, and similar activities.

This shift broadened IRL’s accessibility, transforming it into a resource for anyone, not just those able to travel and afford real-world event attendance.

Correspondingly, the company also updated its mobile app last year to streamline the process of discovering remote events.

Events are now organized into categories such as gaming, music, television, wellness, sports, podcasts, lifestyle, and more, drawing from partners like TikTok, Meetup, Twitch, Spotify, SoundCloud, HBO, Ticketmaster, Eventbrite, and others. (Apple TV+ shows are also visible on the site, though IRL has not officially confirmed a partnership with Apple. It has been stated that IRL does have authorization to display these events.)

The new IRL website is designed to closely reflect the functionality of the recently updated mobile experience.

New users of IRL.com can select event categories of interest and connect with friends already using the platform.

Similar to the mobile app, users can now navigate through filters at the top of the website to refine event searches by category – including gaming, music, TV, sports, wellness, lifestyle, podcasts, and others. They can also view events happening this weekend or explore IRL’s “Top Picks” recommendations.

The site now facilitates the creation of group events with friends through a new integrated chat feature, previously exclusive to mobile.

“With so many people at home, there’s significant demand for a web-based messenger,” explains IRL founder and CEO Abraham Shafi.

Shafi clarifies that the startup’s emphasis on messaging as the foundation for groups is what sets IRL apart from other group-oriented platforms. He notes that Facebook Groups, for instance, are centered around discussion boards, while IRL is constructing its social network around messaging.

“There isn’t a group chatting application that also enables event additions,” Shafi says. “We’re finding this to be particularly valuable for groups with scheduled activities. This could be a television program you enjoy, or friends playing Among Us or other video games. [On IRL], you can envision virtually any type of group – such as a book club with weekly meetings and events,” he explains.

Furthermore, students registering with an .edu email address can now discover on-campus events and groups accessible only to those attending the same institution. These events are not generally publicly indexed and will not appear on the main IRL homepage.

The startup’s concentration on group messaging has contributed to its growth, even during the pandemic.

The company now reports exceeding 10 million monthly active users, with its group messaging feature growing at approximately 30% month-over-month since August. Currently, over 30 million chats are sent daily on IRL, totaling over a billion chats to date, according to Shafi.

Looking ahead, IRL intends to expand the site to include more local events and strengthen its partnerships.

For example, the IRL TikTok account has become the first to surpass a million followers. However, all events currently posted by TikTok to the site are manually curated. IRL is developing a more comprehensive integration to automatically incorporate more TikTok content, including trending topics.

The company also anticipates attracting more influencers with the website launch, such as individuals seeking to establish themselves as prominent curators of specific event types – like the Sneakerheads account, which tracks sneaker releases.

As users engage with the website and app by following events, adding friends, and joining chats, IRL will be able to refine its event recommendations.

And with the anticipated return to in-person events as the world recovers from COVID-19, the company expects a surge in usage.

“When in-person events resume – and they inevitably will – we will certainly support that,” says Shafi, adding that he anticipates IRL will then “experience significant growth.”

“We won’t eliminate virtual events. Virtual will always be available… and, frankly, it will likely always be a hybrid model,” he says. “This pandemic has allowed us to concentrate on something that will actually help us expand once we can support both real-world and remote events.”

“My team and I are incredibly thankful for the opportunity to build something meaningful during these times – even though, initially, it might have seemed like we were facing insurmountable challenges,” Shafi concludes.

Initially, IRL tested the web app’s redesign with its existing user base. But the relaunch of the site now makes these changes available to everyone.