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AppsUtilities

Swipewipe: Photo Cleaner

iOSv3.5.2, 2026-10-19swipewipe.comApp Store
JSON / MCP
What it is

A photo cleaner for iPhone and Android that shows photos one at a time: swipe left to delete, right to keep, month by month. Aimed at people with a full camera roll.

Maker
MWM
Launched
Mar 2022
Category
Utilities
Price
Free, subscriptions $3.99 to $29.99
US ratings
100K, 4.7 avg
Best rank
#13 grossing, US
  • Started as a side project in 2022
  • Downloads: 100,000 by July 2023, 1 million by September 2023, 10 million in February 2025, 25 million in August 2026 [swipewipe.com/story]
  • At the acquisition MWM projected more than €10 million revenue that year for iOS alone

How Swipewipe got its users

Installs come mostly from paid TikTok creator videos, backed by Meta ads that reuse the same creator formats; 25M downloads by August 2026. Confidence: medium

Main channel: Creators and UGC, as the reading above names it
Creators and UGCMeta adsApp Store search and chartsPress and articlesYouTubePosts on X
Chartjump's reading of the evidence per channel, not install shares. Install-share estimate per channel with Pro
How it happened
  1. 2022Product: Founder builds a swipe-to-delete photo cleaner as a side project; MWM becomes publisher in October 2022
  2. 2023TikTok organic, Android launch: App goes viral on TikTok, Android arrives September 2023
  3. 2023Ads: Interstitial ads tried and removed; moved to subscription plus native ads
5 more steps:
Creators and UGC Top creator posts about Swipewipe
81 creators; tags and links first
81 creators, 11 tag or link the app; 2.7M likes on their best postsAll creators

Overview

Every channel we found, then the numbers behind it.

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How Swipewipe gets users, channel by channel
Chartjump's reading of the evidence
Creators and UGC
81 creators, 11 tag or link the app; 2.7M likes on their best posts
Shown at the top of the page.
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Meta ads
11 ads (13 active creatives), the longest running 125 days
  • “is the” 125 days, 13 variants
  • “wrong way | 2 580 Items Selected” 87 days, 11 variants
  • “locked in a lil too hard on swipewipe and now my storage is...” 48 days, 11 variants
Open the tab
App Store search and charts
159K ratings, 4.7 average; in a top 100 in 22 of 25 stores
  • United States 101K ratings, #10 grossing
  • United Kingdom 10K ratings, #9 grossing
  • France 8.4K ratings, #18 grossing
Open the tab
Press and articles
10 articles found
The list:
Open the tab
YouTube
3 videos about Swipewipe, 1.5K views
Posts on X
2 posts name Swipewipe, 24 likes
The list:
Podcasts and interviews
2 founder quotes
Open the tab
Bar length: how much evidence we found for the channel, on a log scale (ad-days for ads, likes for creator posts, views for own posts and YouTube, articles, episodes, ratings). It shows where the evidence is, not a measured install share.
Paid, Meta adsCreator posts
Category colors match on every tab
Creator posting patterns
posting patterns of 81 creators; 20 profiles checked so far
22 of 81 creator profiles checked: 12 with "one post", 7 with "2-3 posts, 30+ days apart", 2 with "several posts within a month", 1 with "4+ posts over 30+ days".
4+ posts over 30+ days 11%
2-3 posts, 30+ days apart 79%
Several posts within a month 22%
One post 1215%
0 of 81 creators show a promo code (0%)Creator timeline
Ad category mix
11 Meta videos
Before and after and ugc talking head make up 54% of ads. Voiceover b-roll ads run longest (median 125 days).
27%27%18%9%9%9%
CategoryAdsMedian days runningDays
Before and after3 ads87 d
UGC talking head3 ads48 d
Meme2 ads82 d
Mixed1 ads17 d
Skit1 ads46 d
Voiceover b-roll1 ads125 d
Not seen: Creator partnership ads on Meta; TikTok ads (EU library); Google Ads; Apple Search Ads; Image or carousel ads on MetaAll categories
Survival
days since first seen, all still active
5 of 11 ads still run after 60 days, 1 after 120.
91%10 of 11
45%5 of 11
18%2 of 11
9%1 of 11
30+ days60+ days90+ days120+ days
Variants per category
73 variants on 11 videos
Mixed ads get the most variants: 14 per ad (14 across 1).
UGC talking head207/ad
Before and after186/ad
Mixed1414/ad
Voiceover b-roll1313/ad
Meme63/ad
Skit22/ad
Ad launches
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Launch dates and batch sizes
Audience: ads per group
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Who the ads speak to
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Winning ads

Ranked by variants, then days running. Star an ad to save it.

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13
active creatives
Meta Ad Library
73
ad variants
73 on the 11 videos
11
distinct videos
11 with an image
5 of 11
past 60 days
45% still running
125 days
longest running
1 ad
#2125 days
“is the”
13 varJun 30
Voiceover b-roll
Source: Meta Ad Library
#387 days
“wrong way | 2 580 Items Selected”
11 varAug 7
Before and after
Source: Meta Ad Library
#448 days
“locked in a lil too hard on swipewipe and now my storage is down to...”
11 varSep 15
UGC talking head
Source: Meta Ad Library
#587 days
“what I do in my down time”
6 varAug 7
UGC talking head
Source: Meta Ad Library
#6118 days
“when you accidentally reach a flow state while clearing your camera...”
5 varJul 7
Meme
Source: Meta Ad Library
#787 days
“wrong way”
5 varAug 7
Before and after
Source: Meta Ad Library
5 more ads
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Ad images load directly from Meta. Every ad opens in the Meta Ad Library.

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Top videos

What the top ads and own posts say, from their transcripts.

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What they say
top 5 ads by variants, then days running; top 0 own posts by views
Ad frame: iPhone | 168 GB of 256 GB Used |...
Source: Meta Ad Library
Meta ad #1Mixed
14 variants17 days running34.7s
“iPhone | 168 GB of 256 GB Used | when you accidentally reach a flow state while clearing your...”
What they say
“So if I swap left to the lead and I swipe right to key five minutes later, I am gonna get Storage I love this app y'all. This is sick.”
The first lines of every top video:
Storyline
Close-up of a woman's face with a storage bar and meme caption, then phone-on-pink-fur screen footage of the month list and a results screen; a voice reacts to the app
Ad frame:
Source: Meta Ad Library
Meta ad #3Before and afterNo speech
11 variants87 days running12.8s
What they say
What this video says:
Ad frame:
Source: Meta Ad Library
Meta ad #4UGC talking headNo speech
11 variants48 days running16.7s
What they say
What this video says:

Transcripts: Whisper, first 60 seconds of each video, as heard (names can be misspelled). No speech means silent, music only or a slideshow; then the on-screen text is shown. Storylines are read by AI from the frames and the transcript.

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Teardowns

The top ads, beat by beat, ready to copy.

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Next: Ad categories

Ad categories

Which kinds of ads ran, how many, and how long they lasted.

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Categories ranked by median days running
Meta, 11 distinct videos
CategoryAdsShareVariantsVar / adMedian daysMax daysRunning 60d+Shows resultFace on cam
Voiceover b-roll1 9%1313125125 100%0%100%
Before and after3 27%1868787 67%100%33%
Meme2 18%6382118 50%50%100%
UGC talking head3 27%2074887 33%100%33%
Skit1 9%224646 0%100%100%
Mixed1 9%14141717 0%100%100%
New ads per month, by category
first-seen date
JunJulAugSepOct
Before and after..21.
UGC talking head..12.
Meme.1.1.
Mixed....1
Skit...1.
Voiceover b-roll1....
Not seen
where we looked
Creator partnership ads on Meta0 found
TikTok ads (EU library)searched, see caveats
Google Adsnone
Apple Search Adsno public library
Image or carousel ads on Meta2 active, not dissected
Primary ad texts
Free account
The ad texts and how many variants use each
Ad facts
11 of 11
show a result on screen
6 s
median until the app appears
EU targeting and ad languages:
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Locales

Where it charts and how it rates, store by store.

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22 of 25
stores where it charts
top 100, category or overall
United States
biggest store by ratings
63.4% of the ratings in tracked stores
159.3K
ratings in tracked stores
25 App Store countries
17 of 25
stores in their main language
from the App Store listing languages
Free
ad languages
with a free account
Ratings by country
top 3 of 25 stores
United States holds 63.4% of the ratings in the 25 tracked stores.
United States US100.9K
United Kingdom GB10.1K
France FR8,397
Best rank by country
category top 100, 2026-11-07
Best: #9 grossing in Utilities, United Kingdom.
United Kingdom GB#9
United States US#10
France FR#18
GrossingFreePaid
longer bar, higher rank
Store by store
3 of 25 stores, by ratings
CountryBest rankGrossingFreeRatingsAvgListing languageAds in it
United States US #10 grossing, Utilities #10#51 100,931 63.4% 4.69 English100%
United Kingdom GB #9 grossing, Utilities #9#60 10,123 6.4% 4.61 English100%
France FR #18 grossing, Utilities #18#82 8,397 5.3% 4.67 French0%
22 more countries
Every tracked store: ranks, ratings and language support.
Daily tracker, 2026-11-07: the rating count and average in each country's App Store, and the best position in Apple's top 100 for the category (overall when only that). A dash: not in that top 100. Listing language: whether the App Store listing is in the country's main language. Ads in it: share of the dissected ads in that language.
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Creative families

Repeated scripts and templates across the ads.

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Next: Creators and organic

Creators and organic

Creator posts, codes and the app's own accounts.

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Next: Audience

Audience

Who the ads speak to, with the evidence behind each group.

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Psychology

Why each ad works, who it brings in, the job of each beat.

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  • Which audience each ad brings in
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Next: Revenue and charts

Revenue and charts

Revenue the founder or press stated, then what moved the charts.

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Next: Sources

Sources

Where every number comes from, and what is missing.

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Collected by Chartjump
Meta Ad Library, logged out, 13 active creatives
TikTok Commercial Content Library, EU only
Google Ads Transparency Center, musicworldmedia.com
TikTok organic: account pages, hashtag and code search
Daily tracker: ratings, App Store top charts per country
App Store listing and review feed, 50 reviews
Apple charts, ratings, public pages: input to the Chartjump estimate
App Store listing
apps.apple.com
Podcasts
Free account
8 episodes with the founder or team
Press and founder posts
2
“Swipewipe was far from being the first photo cleanup app”
TechCrunch, 2024-06-25
“They helped us deliver over 200 TikTok spark ads per month”
Ramdam case study
10 press links
Every article and interview we read.
Data problems found
5
01First-frame thumbnails exist for 11 of 11 ads.
0211 of 13 active creatives are distinct dissected videos; image and carousel ads are counted but not dissected.
03Creator types: 20 of 81 creator profiles opened; 59 creators stay "not checked yet" until checked.
04Creator post counts differ for 7 of 81 creators (search hits vs profile count). Tables use the profile count.
0519 accounts found in searches are left out of the creator counts: 13 point at another app or are named like the app without being it, 6 never name, tag or link it.
Store data
secondary
100,249
ratings
4.69
average rating
#39 / #13
US free / grossing, 2026-07-30
22
countries charting
Caveats
10
Meta Ad Library was read logged out: 13 active creatives versus 243 reported by hyperscale.net...
EU reach and spend are not shown in the Ad Library for these ads
TikTok Commercial Content Library returned 0 for Swipewipe and MWM; Spark ads are invisible
No verified TikTok own account; the Instagram own account is small (11.1K followers)
TikTok card counts are likes or views shown on the card, not installs
Only the Instagram hashtag posts are read from captions
Reddit returned 0 threads; the review sample is 50 reviews
Google Ads Transparency Center returned no advertisers; Apple Search Ads has no public library
estimated_shares are the author's rough estimate and not a source figure
The Ramdam podcast mentions general UGC practice, not Swipewipe-specific numbers

Paid: every active ad found for the advertiser in the Meta Ad Library with start date and variant count as Meta publishes them; videos fetched for analysis only and deleted after frames, transcript and OCR were derived; one model read per creative into a fixed schema. Organic: public profile counts only. Creators count only when a caption tags, links or names the app (graded per creator). Founder statements quoted verbatim and checked by code. Estimates labelled and linked. Not affiliated with the app or its publisher.

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No ads in TikTok's ad library (EU, 2 searches). No Google ads for musicworldmedia.com. Data as of 2026-11-02.

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