,

Emu App Shutting Down, Bought By Google

For best results, go ahead and put “Circle of Life” on in the background while you read this post. Emu is completing its hero’s journey, having stepped forth from Google, its embryonic home, to courageously disrupt the world of messaging apps before returning, victorious.

Emu, the messaging app that debuted last October for Android and this April for iOS, is already headed for the app graveyard. The founder, Gummi Hafsteinsson, is an ex-Google (and ex-Apple) employee, and he’s now taking his talents back to the mothership. Google has apparently acquired Emu for an undisclosed sum, which intrepid Emu users in the last year or so helped to justify. Unfortunately, the reward for those users is no more Emu—that is, until Google implements Emu’s technology into their messaging services, which should be any day now.

Of course, to get bought out by Google, you have to do things a little differently. Emu was a texting alternative that used natural language recognition to add contextual prompts to your messages. Emu could offer to automatically bring up your calendar if it understands that you’re making plans with someone, or will offer to share your location with your contact if they ask where you are. Emu made messaging more streamlined, by integrating those features into its app instead of forcing you to switch apps all the time.

Sadly, Emu users will no longer be able to use the app as of August 25. There is no indication yet of when Google will start integrating Emu’s technology into its services, but it wouldn’t be a surprise if this comes with the next major Android update. If you used Emu on an iPhone, I don’t know what to tell you.