Location-based social networking might be Whrrl, is set to announce that the company has pulled in a $15 million Series B financing round. It'll be used for "strategic technology investments," as well as partnerships, which are crucial for mobile services that have to deal with cell carriers. Whrrl also hopes to expand across North America and into overseas markets., but it's still hot: Pelago, the parent company of mobile service
The new cash comes from lead investor Deutsche Telekom's T-Mobile Venture Fund, with contributions from Reliance Technology Ventures and DAG Ventures. Previous investors from Pelago's $7.4 million Series A round also added to the $15 million: Kleiner Perkins Caufield & Byers, Trilogy Equity Partners, and Bezos Expeditions.
There are a handful of location-based mobile services--Loopt, Brightkite, Rummble, Where.com, Yahoo's Fire Eagle-- to capture a slice of the market, and since early leader Dodgeball was acquired by Google and proceeded to .
So is the $15 million warranted? Maybe. Whrrl slightly differentiates itself from its competitors by using a graphical interface to show Yelp-like recommendations from friends. On one hand, it may be free from "stalking" criticisms that other track-your-friends services are subject to; on the other, Whrrl could be toast if a site like Yelp launches a similar mobile service.