![\"\"](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/01\/SEC_282586822-05b4.jpg\")
\n\t\tWhile Whatnot may offer a unique sense of community and abundance of deals, some users and experts warn it poses financial and psychological risks (Picture: Getty)<\/p>\n
\t\t
\n\t\tWhile Whatnot may offer a unique sense of community and abundance of deals, some users and experts warn it poses financial and psychological risks (Picture: Getty)<\/p>\n
It was a free referral code from a friend that got Callum* first interested in the relatively little-known but rapidly growing online <\/a>shopping app, Whatnot<\/a>.<\/p>\n As he watched offers of endless deals for designer brands and rare items flash across the screen, the bricklayer selected a livestream \u2018show\u2019 to watch and a host appeared, rapidly auctioning off items in real time. Designer clothes, jewellery, collectors cards, gold and silver\u2026 the options were endless and the prices startlingly cheap.<\/p>\n Intrigued, Callum began his own search for bargains to bid for. Looking back, it was all too easy to become hooked, he says.\u00a0<\/p>\n Search online for references to Whatnot, and you\u2019ll find Reddit<\/a> threads celebrating buyer \u2018wins\u2019, where just a few pounds or dollars have secured valuable designer or collectable items with high resale value.\u00a0<\/p>\n With starting bids as low as \u00a31, high-value prizes, flashy visuals, reward systems and a \u2018fear of missing out\u2019 for unique collectible items \u2013 not to mention real-time chats in niche interest fields \u2013 the app is packed with engaging features to keep users watching, and spending for longer.\u00a0<\/p>\n However, though successes seem to come thick and fast, the reality for many users is not always so glossy. <\/p>\n \t\t While Whatnot may offer a unique sense of community and abundance of deals, some users and experts are warning that the app\u2019s roulette-style mechanics exploit behavioural vulnerabilities, posing financial and psychological risks.\u00a0<\/p>\n Callum*, age 33, first downloaded the app in an attempt to secure cheap deals on collectable items such as trading cards, silver coins and gold bars. Within months, he\u2019d spent thousands \u2013 and found himself deleting and reinstalling the app in an addictive <\/a>cycle.\u00a0<\/p>\n He tells Metro that he believes it all boiled down to the app\u2019s design features and \u2018spin-the-wheel\u2019 style \u2018Surprise Sets\u2019.<\/p>\n \u2018I\u2019ve been on and off with it \u2013 it\u2019s so hard to quit,\u2019 Callum explains. \u2018I don\u2019t want to use it at all but it\u2019s like any other addiction. It\u2019s always [within arms reach] in your pocket.\u2019<\/p>\n Introducing a complex web of urgency, competition and chance, the US-based online shopping app also allows sellers to register to host shows \u2013 some are completely new to the site, while others have even built a strong Whatnot presence with thousands of followers. <\/p>\n \t\t Launched in December 2019 by Grant LaFontaine and Logan Head, the app\u2019s mix of real-time interactions and competitive bidding, has seen a rapidly expanding user base. <\/p>\n Last year, European sellers grew 600% year-on-year \u2013 with UK viewers watching over 5 million hours of livestream shopping content, the platform\u2019s 2025 market report reveals. One UK user even auctioned 3,300 sports cards in a single show.<\/p>\n As well as the lure of cheap auction prizes, Callum explains that another appeal is the chance of winning main (or shelf) prizes during \u2018Surprise Sets\u2019, such as valuable or rare precious metal coins and bars, and sought after trading cards.\u00a0<\/p>\n \u2018The biggest prize I\u2019ve won is a 5g gold bar worth \u00a3650, which cost me just \u00a329. But other times I\u2019ve spent \u00a3500 and won nothing \u2013 just floor prizes of shillings and world coins or foreign currency such as cents, halfpennies, or sixpence.\u2019<\/p>\n For Surprise Sets, sellers curate a prize pool, and buyers can bid anywhere in the region of \u00a31 to \u00a3200 \u2013 depending on what is on offer \u2013 for a chance to spin a wheel. As outcomes are randomised, there is no guarantee a prize will be awarded at all, even if the wheel is spun.<\/p>\n \t\t Shows can often run to around 500 spins.\u00a0<\/p>\n Regulations around Surprise Sets were tightened last year; sellers are now required to operate with transparency and display all items in the set during the show and keep them visible, to avoid hidden or undeclared items.<\/p>\n Despite tighter ruling, Callum feels that greater transparency does little to curb the underlying risks.<\/p>\n \u2018I\u2019ve found the auctions to be very addictive, but the Surprise Sets are even more so \u2013 and feel exactly like gambling<\/a>\u2019, he explains. \u2018I\u2019ve probably spent thousands on the app.<\/p>\n \u2018I\u2019ve won some really expensive silver and gold coins and bars, which are still going up in value and I have made money back from my wins [by receiving goods worth more than he spent], which has kept me using Whatnot. But I\u2019ve also walked away after spending hundreds with nothing but useless rubbish to show for it.<\/p>\n \u2018The cheaper sets are worse because you pay less attention to your spending \u2013 you can easily spend hundreds of pounds on one stream,\u2019 Callum adds. \u2018You get a dopamine hit when you win, so you\u2019re gambling on the fact that you could win the item.\u2019<\/p>\n Swept up in a whirlwind of bidding to regain losses, he has often found himself flustered and dejected once streams have ended. \u2018Once, I had spent more money than I\u2019d wanted to on a Surprise Set and felt like I had to keep going to win the top prize and earn some money back. <\/p>\n \u2018I got more and more stressed and frustrated as I kept spinning only to lose. Afterwards, I felt so angry. I had wanted to quit but I just couldn\u2019t.\u2019\u00a0<\/p>\n \t\t Professor Mark Griffiths, Distinguished Professor Emeritus of Behavioural Addictions, a Chartered Psychologist and Director of the International Gaming Research Unit believes Whatnots \u2018spin-the-wheel\u2019 element does fall into a category of gambling: \u2018you\u2019ve clearly either won or you\u2019ve not\u2019, he tells Metro.\u00a0<\/p>\n With 38 years\u2019 experience in exploring addiction patterns and evaluating responsible gambling tools, Professor Griffiths explains that paying to spin and subsequently receiving a prize of very little monetary value is common in the gambling industry, and known as \u2018losses disguised as wins\u2019.<\/p>\n Following his experiences on Whatnot, Callum admits to suffering from low self-esteem and low mood, which impacts his relationships with others. \u2018It\u2019s been a really tough time. It has caused a lot of personal frustrations and financial stress,\u2019 he says. <\/p>\n \u2018I want to be able to stop using it. My bank account lets you block certain sites, but as Whatnot is not classed as a gambling site, I can\u2019t block it. I\u2019ve tried everything\u2019.<\/p>\n Other users have also reported addictive spirals of compulsive spending, citing the app\u2019s addictive design as the main \u2018hook\u2019. On Reddit, one reported using previously untouched credit cards to pay for clothing purchases. They wrote, \u2018The deals, community, and fear of missing out keep me deleting and redownloading the app hundreds of times\u2026 I realized I was digging into debt\u2026 All of this \u2018positive\u2019 aspect of the app is what keeps me in the cycle of spending.\u2019\u00a0<\/p>\n \t\t Ethical considerations should be central to app development, says Professor Griffiths.<\/p>\n \u2018Everything is designed to keep you on the app, which is potentially rewarding, is addictive,\u2019 he explains.<\/p>\n In a study funded by GambleAware, researchers found that gambling games with faster playing speeds \u2013 or higher event frequencies \u2013 increase people\u2019s risk of harm and problem gambling. While the gambling industry is heavily regulated, with fines issued and licence removal for non-compliance, to enforce a duty of care and for sustainable<\/a> play, Whatnot is not monitored by GambleAware or the Gambling Commission as it is not considered a betting site.\u00a0<\/p>\n \t\t\t\tPrefer us to the others? Then tell Google!\t\t\t<\/p>\n As a loyal Metro reader, we want to make sure you never miss our stories when searching for your news. Whether it is the latest politics news explained, live football coverage or a showbiz scoop.<\/p>\n Click here<\/a> and tick Metro.co.uk to ensure you see stories from us first in Google Search.<\/p>\n \t\t \u00a0\u2018From my perspective that is something that\u2019s socially irresponsible. Personally, I think [regulations] should apply to all social media<\/a>, video games<\/a> and commercialised apps,\u2019 adds Profession Griffiths.\u00a0<\/p>\n A Whatnot spokesperson told Metro that the company is committed to user wellbeing and has introduced new \u2018Account Controls\u2019 since December 2025, allowing users to set personalised limits on both watch time and spending. Once a limit is reached, users are unable to continue watching livestreams or complete purchases until the selected timeframe has passed. \u2018These are safeguards many marketplaces still don\u2019t offer\u2019, they insist.<\/p>\n \u2018We aim to put our users in control,\u2019 the spokesperson explained, saying that support teams share wellbeing resources with users who say their time or spending feels difficult to manage. <\/p>\n \t\t However, both Callum and Professor Griffiths feel that these measures should instead be mandatory not voluntary.<\/p>\n The company added surprise-based formats have long existed in retail and are enjoyed by many buyers, while the spinning wheel was introduced to help sellers randomise purchases more fairly. Whatnot is currently reviewing whether the wheel feature should remain on the platform.<\/p>\n \u2018Compulsory spending and time limits, or enforced breaks, can help protect users,\u2019 Professor Griffiths says. \u2018You should provide an enjoyable experience without exploiting others. People have individual responsibility, but if marketing and product design keep them on the app, companies share that responsibility.\u2019<\/p>\n Callum agrees:\u2018It needs to be regulated in the same way that gambling sites are,\u2019 he says. \u2018I\u2019m frustrated I\u2019ve spent my savings<\/a> on it and annoyed I got into it in the first place. Now I have to get help to quit and start over again.\u2019<\/p>\n The Gambling Commission told Metro: As the regulator of commercial gambling our remit only covers products and services that meet the definitions of gambling set by Parliament<\/a> in the Gambling Act.\u00a0<\/p>\n Any product or service provided to consumers in Great Britain that meets those definitions should be subject to gambling regulation. Products which may share some features with gambling products, but do not meet the definitions fall outside our remit and therefore we make no comment on.\u00a0\u00a0<\/p>\n *Name has been changed<\/p>\n Arrow Arrow Arrow![\"Person](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/01\/GettyImages-2234730103.jpg\")
\n\t\tStarting bids on Whatnot are as low as \u00a31 (Picture: Getty Images)<\/p>\n![\"\"](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/01\/whatnot-pics.png\")
\n\t\tLast year, European sellers on Whatnot grew 600% year-on-year (Picture: Whatnot)<\/p>\n![\"Amazed](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/01\/GettyImages-1304127024.jpg\")
\n\t\tFor Surprise Sets, sellers curate a prize pool and buyers can bid anywhere in the region of \u00a31 to \u00a3200 (Picture: Getty Images\/iStockphoto)<\/p>\n![\"The](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/01\/SEI_282574526-f3de.jpg\")
\n\t\tA report from Whatnot revealed that UK viewers watched over 5 million hours of livestream shopping contentin 2025 (Picture: Whatnot)<\/p>\n![\"Man](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/01\/GettyImages-2219725783.jpg\")
\n\t\tProfessor Griffiths explains that paying to spin and subsequently receiving a prize of very little monetary value isknown as \u2018losses disguised as wins\u2019 (Picture: Getty Images)<\/p>\n![\"\"](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/01\/Headshots-1-78d4.jpg\")
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\n\t\tWhatnot introduced new \u2018Account Controls\u2019 in December 2025 (Whatnot)<\/p>\n
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