Introduction to Whatnot’s Appeal and Concerns
A free referral code from a friend introduced Callum, a 33-year-old bricklayer, to Whatnot, a fast-growing online shopping app. Drawn by flashing deals on designer brands and rare collectibles, he tuned into a livestream auction where a host rapidly sold items like jewelry, trading cards, and precious metals at bargain prices. Starting bids as low as £1 hooked him quickly, but soon he found himself in an addictive cycle of spending thousands.
Whatnot blends community engagement with competitive bidding, fostering a sense of urgency and excitement. Users celebrate ‘wins’ on forums like Reddit, where low bids secure high-value items. However, experts and users highlight how these features exploit behavioral patterns, raising financial and psychological risks.
The Addictive Mechanics of Whatnot
Launched in December 2019 by Grant LaFontaine and Logan Head, Whatnot features real-time auctions and interactive chats tailored to niche interests. European sellers expanded by 600% last year, with UK viewers logging over 5 million hours of livestream content in 2025. One user even auctioned 3,300 sports cards in a single session.
Central to its draw are ‘Surprise Sets,’ where bidders pay £1 to £200 for a chance to spin a wheel and win prizes like gold bars or rare coins. Outcomes are randomized, and shows can involve up to 500 spins. Regulations tightened last year require sellers to display all items transparently, but users like Callum argue this does little to mitigate the gambling-like thrill.
Callum shares, ‘The auctions are addictive, but Surprise Sets feel exactly like gambling. I’ve spent thousands—winning a 5g gold bar worth £650 for £29, but other times £500 yields nothing but worthless coins.’ He describes the dopamine rush from wins pushing him to chase losses, leading to stress and frustration.
Psychological and Financial Impacts
Users report compulsive spending, with some resorting to credit cards for purchases. One forum post notes, ‘The deals, community, and fear of missing out keep me deleting and redownloading the app. I realized I was digging into debt.’
Professor Mark Griffiths, Distinguished Professor Emeritus of Behavioural Addictions and Director of the International Gaming Research Unit, classifies the spin-the-wheel element as gambling. With 38 years studying addiction, he explains, ‘You’ve either won or you haven’t. Receiving low-value prizes after paying is a classic ‘loss disguised as win’ tactic from the gambling industry.’
Callum admits the app has eroded his self-esteem, strained relationships, and caused financial stress. ‘It’s like any addiction—always in your pocket. My bank can’t block it since it’s not classified as gambling.’
Company Response and Calls for Regulation
Whatnot emphasizes user wellbeing, introducing ‘Account Controls’ in December 2025. These allow setting limits on watch time and spending, halting activities once reached. A spokesperson states, ‘These safeguards put users in control, and support teams provide wellbeing resources for those struggling.’
The company notes surprise formats have long existed in retail and the wheel ensures fair randomization. It is reviewing the feature’s future. However, Professor Griffiths advocates mandatory measures: ‘Compulsory limits and breaks protect users. Apps should provide enjoyment without exploitation—companies share responsibility.’
Callum echoes this: ‘It needs gambling-site regulations. I’m frustrated I’ve spent my savings and now seek help to quit.’
The Gambling Commission clarifies its remit covers only products meeting Parliament’s gambling definitions under the Gambling Act. Items sharing features but not fitting those criteria fall outside regulation.
