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Estonia-based startup Propaganda LLC has recently released the web-based social media utility WhosRich, Tigerprises.com/LETA reports.

WhosRich.me makes it fun and easy for people to track their friends' shopping habits.

The utility gives eager shoppers a scene to exhibit publicly their purchases and receive the feedback from mates.

The site has been open to public for less than two weeks.

WhosRich aim is to cater equally for both user groups – those looking to publish their purchases and the ones desiring just to follow what people are buying, the founder of the site Kaarel Kala pointed out.

"The integrity of the users posting on the site is up to other users to decide and react upon. Users who begin to flood the system with posts of stuff they probably haven’t bought will be ignored and most likely not followed by other users," Kala noted.

WhosRich currently does not target any specific market.

As Kala thinks, people join WhosRich for two particular reasons: first of all, people are eager to receive the feedback on their purchases and want to display publicly how trendy consumers they are, and, secondly, some individuals like to know what others are doing, including how their friends and idols are spending their money.

The founder of the project pointed out that WhosRich is a free service and will remain so also in the future, and the commercial side of the project is too early to discuss.