Foursquare unwraps 3.0 as it approaches 7.5M users

Foursquare has rolled out a significant update to its mobile apps for iPhone and Android users as it continues to surge in growth. The newest feature in the update is the “explore” tab where users get suggestions based on a more holistic take on the overall experience with the application.
By taking into account the places a user has checked in, places friends have visited, loyalty to certain establishments, the categories and types of places a user gravitates towards, what’s popular with other users and more, Foursquare says it has finally built the recommendation engine that it always envisioned.
The new version also includes an overhaul of the leaderboard that gives users points for dozens of different types of activities.
“From the early days, we’ve heard stories of foursquare’s game mechanics being a subtle motivator for trying a new restaurant or venturing a little further away from your local haunts. We’re excited to see how some of the new elements we’ve added will encourage people to actively
explore the world around them,” CEO and co-founder Dennis Crowley wrote in a blog post announcing the update.
Another change centers around loyalty. To that end Foursquare is moving beyond mayors and enabling merchants to reward more of their loyal customers with specials for swarms, groups of friends, regulars, newbies, mayors or anyone else they choose.
Crowley also provided an overall update on Foursquare’s business. The company now counts more than 50 employees on its books, it’s closing in on 7.5 million users and it facilitated almost half a billion check-ins in the last year. One year ago, the company had 100,000 users and five employees.