By: Gigaom
October 04, 2012 at 10:00 AM EDT
Social gifting startup Treater goes mobile with iPhone, Android apps
Social gifting startup Treater is moving to mobile with the Thursday launch of iPhone and Android apps. While it competes with Facebook Gifts and other startups, the company says it wants to encourage informal, impromptu giving, not necessarily gifts for formal occasions.

Mobile social gifting got a boost last week with the announcement of Facebook Gifts , but Facebook isn’t the only company that wants to help you gift on the go.

Sweden-based Wrapp launched in the U.S. in April on desktop and mobile and, on Thursday, Washington-based Treater is rolling out iPhone and Android apps of its own.

In August, the startup launched out of beta with $2.5 million in seed funding, but was only available on desktop.

With the new app, users will be able to send and redeem gifts, share photos, access contact info from their address books and receive push notifications when they get a gift or a message related to a gift they have given. Gifts include a drink at a restaurant, tickets to a movie or a trip to the spa and can be redeemed from a link sent to the recipient via email, text or Facebook post.

Between Facebook Gifts, Wrapp, Boomerang and others, competition in social gifting is heating up. But Treater CEO Jeff Ross said the company’s positioning as a platform for sending impromptu, informal gifts, not formal gifts for birthdays and anniversaries, sets it apart.

“We’re really about spontaneity — being connected in the moment,” he said.

Treater gifts tend to be a little cheaper than gifts on other platforms and, unlike Facebook gifts, which are mostly physical goods delivered to the recipient, the transactions are all virtual even, if the gifts are real. But even though other platforms don’t market themselves as spontaneous gifts, they could easily be used for that purpose.

In addition to appealing to consumers, however, Treater said the platform is being welcomed by brands, who can use the gift links to engage with fans and followers on Facebook and Twitter.

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