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U.pw Acquired by Viral Media Start Up, Upworthy, with 10.4 Million Readers

The .PW Registry announced the sale of U.pw to the viral media startup, Upworthy. The company acquired U.pw at an undisclosed price, earlier this month.

Based all around the United States, Upworthy is a quickly growing media start up that has garnered 10.4 million monthly readers within a year from launch. Business Insider has named them the “fastest growing media company in history.” Upworthy plans to use U.pw as its exclusive URL shortener to share news across all its social media channels. With social media as their primary promotion channel, Upworthy’s shared links generate millions of impressions per week.

Business head for .PW Registry, Sandeep Ramchandani said “To ensure that a mainstream portal adopts a .pw name for a strategic project, was one of our key launch goals. This deal will help get millions of internet users right in front of a .pw name, making them more familiar with it. For a new TLD, that is immensely valuable.”

Eli Pariser, co-founder and CEO of Upworthy said “U.pw is a terrific branding opportunity for us. It’s as short as you can get, easily recognizable, and really cool.” The company was previously using upwr.me and switched to u.pw earlier today.

The sale was brokered by Afternic which manages the entire inventory for .PW. Afternic and the Registry have launched PremiumDomains.pw that lists all .PW premium domains at “Buy It Now” prices.

.PW’s previous single character domain sales include P.pw and W.pw that were bought by a European Hosting Company for $8,000 each in March.

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