NGL Revenue & Ads
An anonymous Q&A app that lets teens and creators collect questions through a link posted to their social stories.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202612 min readPaid scale
Est. monthly revenue
$502K
↓ 0.1% vs prev. period
Downloads / month
602K
↓ 14.3% vs prev. period
Rating
4.8
388.8K ratings · #26 in Italy
Meta ads running
183
572 found · median 30
NGL revenue and downloads trend
Est. monthly revenue
$502K ↓ 17.5% in 90 days
Jul 22, 2026: $608KOct 18, 2026
Monthly downloads
602K ↓ 15.1% in 90 days
Jul 22, 2026: 709KOct 18, 2026
Daily estimates from AppKittie, 89 days ending Oct 18, 2026. Revenue changed -18% and downloads -15% over the period. Meta ads live went from 310 to 192 between Aug 26, 2026 and Oct 18, 2026.
NGL Meta ads: 183 active, longest running 70 days
Top 13 by days live out of 572 found (6 video and 3 image creatives). Tap any one to open the original in the Meta Ad Library.
#170 days liveGoogle PlayAd copy“Je n'étais PAS du tout préparée aux messages anonymes que j'ai reçus après avoir publié ce lien…”Why it worksFrench version of the hook, not ready for the anonymous messages after posting this link; 70 days, Google Play.
#270 days liveApp StoreAd copy“I was NOT ready for the anonymous messages I got after posting this link…”Why it worksEnglish hook on a static image, I was NOT ready for the anonymous messages; 70 days, App Store link.
#370 days liveApp StoreAd copy“I was NOT ready for the anonymous messages I got after posting this link…”Why it worksSame English hook on video; the words are fixed, the format is the test, 70 days live.
10 more Meta ads are locked
Unlock freeAds from the Meta Ad Library via AppKittie, snapshot Oct 16, 2026. Store data from the App Store.
One Hook in Five Languages, Nine Weekly Prices
NGL is an anonymous question app from NGL Labs LLC: users post a personal link to their social stories, friends send anonymous messages and the replies land in an inbox. As of Oct 2026 it makes an estimated $502K a month from 602K downloads, 6.8x the Lifestyle median revenue of $74K on 20.1x the median downloads. 9 prices sit across 10 in-app purchases, every one of them weekly, from $0.99 to $9.99, with no monthly or annual option at all.
Key takeaways
- 183 active Meta ads, 6.1x the Lifestyle median of 30, plus 436 Apple Search Ads creatives. The longest runner is 70 days old and the median of the top 13 is 59 days, so the set turns over fast.
- One hook in 5 languages: I was NOT ready for the anonymous messages I got after posting this link, in English on 7 of the 13 top ads and in French, Filipino, Portuguese and Spanish on the rest. Six are video, 3 image; 11 link to the App Store and 2 to Google Play.
- Ten in-app purchases at 9 prices, all weekly: $0.99, $1.99, $2.99, $3.99, $4.99, $6.99, $7.99, $8.99 and $9.99, for NGL Pro and unlimited hints. Revenue per download is $0.83.
- The trend has softened. Over 89 days estimated downloads moved -15.1%, from 709K to 602K a month, and estimated revenue -17.5%, from $608K to $502K, with both peaking on Sep 1, 2026.
- #26 in Lifestyle in Italy, #27 in Canada, #30 in Belgium, #35 in Ireland and #37 in France. The latest 150 reviews average 4.37 stars with 117 five-star, and only 2 (1.3%) mention price at all.
Full teardown
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Where NGL spends on Meta
Audience and spend estimates built on Meta Ad Library data (reported for ads shown in the EU, with other countries modeled), lifetime of the ads found. The biggest audience is 25-34, taking 71.4% of spend.
Est. spend
$0.24
Reach
14
Avg. CPM
$17.14
Ads delivered
585
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| United States est. | 8 | $0.17 | 70.8% |
| United Kingdom | 3 | $0.04 | 16.7% |
| Germany | 2 | $0.02 | 8.33% |
| Portugal | 1 | $0.01 | 4.17% |
Rows marked est. are modeled by AppKittie from Ad Library coverage, not reported by Meta.
What NGL does differently
One hook, translated five ways
7 of 13
top ads use the English version of one line
Nine prices, all by the week
$0.99
lowest of 9 weekly prices, the top is $9.99
Big installs, slipping trend
-15.1%
estimated downloads over 89 days
The measurement gap
5
languages behind one hook, 2 store destinations
1. One hook, translated five ways
NGL's 13 longest running ads say the same thing in 5 languages. The English line, I was NOT ready for the anonymous messages I got after posting this link, runs on 7 of them; French carries 2, Filipino 2, Portuguese 1, and 1 Spanish ad asks what people really think of you. The hook is a reaction, not a feature: a surprise after the one action the product needs, posting the link. Six of the 13 are video and 3 are image, and the runs are short, 51 to 70 days with a 59-day median. Volume, 183 active ads at 6.1x the Lifestyle median, is managed by translation rather than new ideas. NGL localises one reaction hook before it writes a second.
2. Nine prices, all by the week
There is no month and no year in NGL's ladder. Ten in-app purchases resolve to 9 weekly prices, $0.99, $1.99, $2.99, $3.99, $4.99, $6.99, $7.99, $8.99 and $9.99, attached to NGL Pro and to unlimited hints about who sent a message. The spread lets the app test price points against a young audience whose interest in anonymous messages may last a weekend. Revenue per download is $0.83, low in absolute terms but earned on 602K downloads a month, 20.1x the Lifestyle median of 30K. Reviews barely register price: of the latest 150, 2 (1.3%) mention it, and the sample averages 4.37 stars with 117 five-star. The one complaint on record is that hints did not identify the sender. NGL's use is viral and short-lived, so a weekly-only structure fits, and the many price points work as a live experiment.
3. Big installs, slipping trend
NGL is a volume business under some pressure. Downloads run 602K a month, 20.1x the Lifestyle median, while revenue is 6.8x the median of $74K, the gap a $0.83 revenue per download implies. The trend window shows softening: over 89 days estimated downloads moved -15.1%, from 709K to 602K, and estimated revenue -17.5%, from $608K to $502K, with both peaking on Sep 1, 2026. Active Meta ads fell from 310 to 192 over 37 days, a -38.1% change, so spend was cut as the numbers eased. Chart positions are European rather than American, #26 in Italy, #27 in Canada, #30 in Belgium, #35 in Ireland and #37 in France, which matches the translated creative. A smaller app riding a social loop should expect waves like this and plan ad spend to follow the wave, not fight it.
4. The measurement gap
NGL runs 183 Meta ads on one translated hook, sends 11 of 13 top ads to the App Store and 2 to Google Play, and charges by the week at 9 price points from $0.99 to $9.99. Which language, which store and which weekly price produces a user who pays for hints a second week, rather than one who posts the link once and leaves?
How much does NGL cost?
10 in-app purchases, 9 distinct prices. Prices as listed on the US App Store, Oct 16, 2026.
| Weekly | $0.99 · $1.99 · $2.99 · $3.99 · $4.99 · $6.99 · $7.99 · $8.99 · $9.99 |
|---|
NGL vs the Lifestyle median
| NGL | Median | |
|---|---|---|
| Est. monthly revenue | $502K | $74K |
| Downloads / month | 602K | 30K |
| Meta ads running | 183 | 30 |
| Rating | 4.8 | 4.5 |
Median of 61 Lifestyle apps with active Meta ads in our set. See the Lifestyle hub ›
What NGL users say about paying
Of the latest 150 reviews, only 2 (1.3%) mention price, trial or subscription and 1 is negative; the sample averages 4.37 stars with 117 five-star, so paying is barely part of the conversation.
Latest 150 US reviews, Jul 24, 2026 to Oct 15, 2026
Mention price, trial or subscription
1%2 of 150 reviews, 1 of them 1 or 2 stars
hi i came to complain if ur going to use this app don’t pay i got scammed its telling me names of people who i don’t even follow i wasted 8 bucks on nothing
This is app is so funnnn besides it asking u to pay a billion times but it’s amazing
How to measure a playbook like NGL's
NGL translates one hook into 5 languages across 183 ads and splits destinations between the App Store and Google Play, so tracing each weekly payment back to a language and a store is the measurement job.
- 01
Connect Meta and see cost next to results
Spend, installs and in-app events land in one report by campaign, so channels get compared on the same numbers.
- 02
Send trial and purchase events back to Meta
Core sends mobile postbacks to Meta and three other channels, so the algorithm can optimize for payers instead of cheap installs. Growth adds more channels.
- 03
Connect RevenueCat for revenue by campaign
Subscription revenue joins the install data, so each campaign shows return on ad spend, not only cost per install.
Measure this on your own app with Airbridge Core
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How we built this teardown
- Revenue and downloads are third-party estimates from AppKittie, snapshot Oct 16, 2026. Store intelligence estimates for a single app can be off by 30% or more. Treat them as a range, not a figure from the developer. Daily revenue and download series cover 89 days ending Oct 18, 2026.
- Ads come from the public Meta Ad Library. "Days live" counts days since an ad first appeared. Spend and audience breakdowns start from Meta's EU transparency figures; country splits outside the EU are AppKittie models.
- Prices, ratings and ranks come from the App Store (US storefront) on the same date. Prices differ by country and by paywall offer. Review stats use the latest 150 US reviews from Apple's public review feed.
- Category medians are computed across 61 Lifestyle apps with active Meta ads in our set of 860 subscription apps.
- Written by Hyunjong Choi. Ads, prices and estimates are refreshed every 30 to 90 days. Updated Oct 19, 2026.
Top Lifestyle apps by estimated revenue
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| 1 |  Tinder Dating AppTinder LLC | $55M | 36 |
| 2 |  Tipsy ChatLIGHTSPEED INTELLIGENCE PTE. LTD. | $11M | 883 |
| 3 |  PUREOnline Classifieds AG | $5M | 18 |
| 4 |  FeeldFeeld Ltd | $4M | 145 |
| 5 |  happnHAPPN SAS | $1M | 117 |
| 13 | NGLNGL Labs LLC | $502K | 183 |
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LOVOOFrequently asked questions about NGL
How much does NGL make?
An estimated $502K a month as of Oct 2026, 6.8x the Lifestyle category median of $74K. These are AppKittie estimates, not figures reported by NGL Labs LLC.
How much does NGL cost?
NGL lists 10 in-app purchases at 9 prices on the US App Store, all weekly: $0.99, $1.99, $2.99, $3.99, $4.99, $6.99, $7.99, $8.99 and $9.99, for NGL Pro and unlimited hints. No monthly or annual plan is listed.
How many ads does NGL run?
183 active Meta ads out of 572 found, 6.1x the Lifestyle median of 30, plus 436 Apple Search Ads creatives. Of the 13 top ads, 6 are video and 3 are image, with 11 linking to the App Store and 2 to Google Play.
How fast is NGL growing?
It is easing. Over 89 days estimated downloads moved -15.1%, from 709K to 602K a month, and estimated revenue -17.5%, from $608K to $502K. The latest 30 days show downloads at -14.3%.
Where is NGL most popular?
Its best Lifestyle category ranks are #26 in Italy, #27 in Canada, #30 in Belgium, #35 in Ireland and #37 in France.
Who makes NGL?
NGL Labs LLC develops NGL. The app launched on Dec 10, 2021, making it 58 months old, and was last updated on Sep 10, 2026.
What languages are NGL's ads in?
Five. The 13 top Meta ads carry one hook in English (7 ads), French (2), Filipino (2), Portuguese (1) and Spanish (1), all about the anonymous messages that arrive after posting the link.
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Go-to-market, Airbridge Core
Works on go-to-market for Airbridge Core, the self-serve attribution plan for subscription apps. Writes these teardowns from public App Store data, the Meta Ad Library and AppKittie estimates.
About Airbridge
Airbridge is a mobile measurement partner for Meta, Google, TikTok and Apple Ads, with native RevenueCat, Superwall and Adapty integrations. Subscription teams like NOICE cut measurement setup time by 75% after switching.