Twitter has bought TweetDeck, a London-based application company that helps people manage and view the short messages posted on the online network.
Although Twitter has not commented on the purchase, published reports have put the price at an estimated $40 million (£26 million) to $50 million dollars (£31 million).
The San Francisco company revealed in a blog post that the TweetDeck team consisting of 15 members, has joined Twitter.
TweetDeck will continue to operate from its London office and its users, many of whom are Twitter’s so-called “power-users”, will still be able to use the application.
TweetDeck, which was launched in 2008, allows users to organise the brands, celebrities, feeds and people they “follow” on their short messaging platform.
Users can also connect their Twitter accounts with other social networking sites including Facebook and LinkedIn.
According to Debra Aho Williamson, principal analyst at research firm eMarketer, Twitter’s most elite and frequent contributors are on TweetDeck. They include celebrities as well as companies.
She said: “Twitter needed to make sure that its strongest, most loyal, most dedicated users are staying in the fold. And seeing things that Twitter wanted them to see, such as ads.”
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