Mush Social Acquires Pubbles To Expand Its Digital Presence

KSA-based social media platform Mush Social has acquired Pubbles, a fellow Saudi social media application. The move will expand Mush Social’s user base and strengthen its digital presence.  

Founded by Abdulhadi Alasmi in 2022, Mush Social allows users to earn points and own virtual assets through its map feature that turns interactions into financial returns. In November 2024, the company had secured a $1.2 million pre-seed round led by Nifal Consulting. 

Launched in 2020, Pubbles focuses on developing virtual communities and related technologies. It was incubated under the TAQADAM Accelerator program at King Abdullah University of Science and Technology (KAUST) and the Misk Launchpad initiative.  

In an interview with Inc. Arabia, Alasmi, founder and CEO of Mush Social, shared insights on the company's strategy, emerging social media trends, and what lies ahead for the platform. "In 2025, artificial intelligence (AI), augmented reality, and privacy will shape the future of social media, with a focus on integrating digital experiences into daily life," Alasmi said, while noting that Mush Social will play a pivotal role in this transformation both locally and regionally through its platform.

The Mush Social platform strengthens virtual connections, offers users virtual ownership, and builds a dynamic social ecosystem that promotes genuine engagement. One of the features that is central to Mush Social's growth strategy is its interactive map, which aims to create a robust digital ecosystem that facilitates meaningful communication and engagement.

“Through the interactive map, Mush Social is building a comprehensive digital social ecosystem that facilitates effective communication among users," Alasmi said. "The map makes it easy to discover content, people, and events based on geographic location, enhancing local engagement and shared interests. We also provide instant translation in 15 languages to break language barriers.” 

Mush Social is also prioritizing tools for content creators and businesses to foster active communities. “While the platform is text-based, we rely considerably on the map to enrich user interactions and provide a more dynamic and location-aware social experience," Alasmi explained. "Additionally, we are developing specialized tools for content creators and businesses to build active and sustainable communities within the platform."

As the technical integration of Mush Social and Pubbles begins in the next three months, users can expect to see new features and innovations. “In the coming period, our focus will be on three key areas: enhancing the interactive map, enabling users to earn from their activity on the platform, and officially launching Mush Coin as a digital currency,” Alasmi said. “Mush Coin will not only unlock exclusive features within Mush Social, but also serve as a medium of exchange between users once the necessary regulatory framework — currently in progress — is established.” 

The acquisition of Pubbles will also transfer the platform’s users and technologies to Mush Social to create a more interactive experience. Alasmi also noted that the company will focus on developing its recommendation systems and AI to improve user engagement. The integration of the two companies is just the beginning, however, with Alasmi telling us that, beyond the MENA, Mush Social is eyeing expansion into other regions.

“We’re preparing for our next seed round to fuel expansion into Turkey and key East Asian markets," Alasmi revealed. "With strong growth potential, our focus is on localization, enhancing user experience, and leveraging AI for deeper engagement." 

As for young entrepreneurs looking to enter the social media space, Alasmi advised them to stay versatile and focus on understanding what users truly want. “Success in building social media platforms requires a deep understanding of user needs, the ability to adapt to changing trends, and a focus on creating real communities rather than just increasing user numbers," he said. "Innovation and consistency are key elements, along with the importance of creating added value that makes your platform unique and competitive in the evolving digital market." 

Pictured on image Mush Social's founder and CEO Abdulhadi Alasmi. Image courtesy Mush Social.