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Tom Scott and Matt Gray were inspired to create the app after seeing the success of Yo and the release of new emoji characters by the Unicode Consortium. During a talk at Electromagnetic Field Festival, the developers commented that the app originated largely as a joke, but that by the time of launch 70,000 unique usernames had been reserved. The app was launched on 29 August 2014. After press coverage the developers began receiving offers for venture capital.
Due to the cost and effort of maintaining the application, the developers closed the app on 30 July 2015.
Why we love emojis
While some folks initially dismissed emojis as an infantile trend, people around the world began adopting the Japanese invention as the symbols were able to fill a void present in the written word. With so much communication now happening via text messages, chat and emails rather than face-to-face communications, conversations were missing the nonverbal cues that gestures, facial expressions, sighs and winks could communicate. Though online communication is new, people have been relying on pictures to convey both simple and complex ideas since the dawn of mankind.