Nova Launcher’s new owner might offer a version with ads | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAICESHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsAIExpandOpenAIAnthropicSee all AIVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingPolicyExpandAntitrustPoliticsLawSecuritySee all policyScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersExpandThe Verge DailyInstallerVerge DealsNotepadOptimizerRegulatorThe StepbackArchivesStoreSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Nova Launcher’s new owner might offer a version with adsComments DrawerCommentsLoading commentsGetting the conversation ready...NewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechAppsCloseAppsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AppsNova Launcher’s new owner might offer a version with adsInstabridge is ‘evaluating’ ads, and some users already report seeing them.Instabridge is ‘evaluating’ ads, and some users already report seeing them.by Jay PetersCloseJay PetersSenior ReporterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jay PetersJan 20, 2026, 8:55 PM UTCLinkShareGiftIf you buy something from a Verge link, Vox Media may earn a commission. See our ethics statement.Image: Nova LauncherJay PetersCloseJay PetersPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jay Peters is a senior reporter covering technology, gaming, and more. He joined The Verge in 2019 after nearly two years at Techmeme.Last year, Nova Launcher founder and sole developer Kevin Barry announced he had left Branch Metrics, Nova’s parent company at the time — which followed an announcement from 2024 that nearly everyone working on the project had been laid off. But the launcher is getting new life: in a blog post on Tuesday, the Swedish company Instabridge, which makes an app that helps people connect to Wi-FI hotspots, announced it has acquired Nova Launcher.“Nova is not shutting down,” according to Instabridge. “Our immediate focus is simple: keep Nova stable, compatible with modern Android, and actively maintained.” However, Instabridge says it’s “evaluating ad based options” for the free version of the launcher.” But the newest update for Nova Launcher has trackers for Facebook Ads and Google AdMob in its code and users on Reddit have already reported seeing ads, as reported by Android Authority.If ads are added to the launcher, the paid experience, Nova Launcher Prime, will “remain ad free.”Instabridge is also “actively evaluating” open sourcing Nova. When announcing his departure in September, Barry said that he had been “asked to stop working on Nova Launcher and the open sourcing effort” even though former Branch CEO Alex Austin said publicly that “If Kevin were to ever leave, it’s contracted that the code will be open sourced and put in the hands of the community.”“Open sourcing a product responsibly involves licensing, security, build tooling, contribution workflow, and trademark stewardship,” Instabridge says. “We do not have a decision to share yet, but we will be transparent once we do.Barry tells The Verge he hasn’t yet been contacted by Instabridge about Nova Launcher and potentially open sourcing it. (Regarding the previous commitments from Branch, Barry says that “Contracts are complicated, but the statements and promises made to the community from Alex/Branch are straightforward and haven’t been honored.”) While he says that Instabridge is in a “difficult position,” he thinks that open sourcing Nova “has to be a component” of helping rebuild trust with the community:It’s complicated to build, maintain and monetize a launcher. I’d love to see them develop Nova completely as a true open source project, but I also understand that might not fit their business. I think the community would be happy to see just a code drop of Nova 8.1 as open source.I already completed the prep work for this. Cleaning the code, removing some dependencies, stripping API keys, etc. Branch legal approved it, and I’m sure Instabridge legal just reviewed everything for the acquisition. The heavy lifting is done. They just need to make a decision. The time to do it is also now. Nova 8.1 is already a bit dated, so users will be eager to see what they can do with Nova 9. But until they make an open source release of Nova, that is going to dominate the community discussion.Even if Nova 9 remained closed source, this would show the community that Nova is in the right hands after all this uncertainty. It sounds like they’re confident in their vision for Nova, so open sourcing 8.1 wouldn’t be a threat. And it would go a really long way with the community.Instabridge and Branch didn’t immediately reply to a request for comment.Update, January 20th: Added details from Kevin Barry.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Jay PetersCloseJay PetersSenior ReporterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jay PetersAndroidCloseAndroidPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AndroidAppsCloseAppsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AppsGoogleCloseGooglePosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GoogleNewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechMost PopularMost PopularSony’s TV business is being taken over by TCLHow much can a city take?Netflix revises Warner Bros. bid to an all-cash offerBungie’s Marathon shooter launches on March 5thRoland’s Go:Mixer Studio turns your phone into a mobile music studioThe Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. 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Nova Launcher’s New Owner Considers Ads, Raises Trust Concerns | The Verge

Nova Launcher, a popular Android home screen customization app, is facing a significant shift in ownership and, potentially, monetization. The Swedish company Instabridge has acquired the launcher from its long-time parent, Branch Metrics, following a previous layoff of almost the entire development team in 2024. While Instabridge assures users that Nova is “not shutting down” and focuses on stability and compatibility, the company is now evaluating the inclusion of advertisements within the free version of the launcher. This move immediately raises concerns within the community, particularly considering the recent turmoil surrounding the app’s development and prior uncertainty.

Initial reports and user observations have already revealed the presence of trackers for Facebook Ads and Google AdMob embedded in Nova Launcher’s code. Users on Reddit and other tech forums have reported seeing advertisements pop up within the app, directly contradicting assurances of continued ad-free access for the free version. This has ignited a wave of apprehension and criticism, as the introduction of advertising could fundamentally alter the user experience that Nova Launcher has been known for.

The paid version of Nova Launcher, Nova Launcher Prime, remains committed to staying entirely ad-free. This distinction highlights the strategy of offering a premium, uninterrupted experience while exploring alternative monetization options for the free version. However, the decision to even evaluate advertisements introduces a level of risk for users who have come to rely on Nova Launcher’s commitment to a clean, ad-supported-free environment.

Instabridge emphasizes its immediate priorities: maintaining Nova’s stability, ensuring compatibility with modern Android versions, and actively supporting the launcher. The company’s evaluation of “ad-based options” suggests a need to address the financial challenges faced after the previous layoff and the significant investment required to keep Nova Launcher competitive in the evolving Android landscape.

The historical context surrounding Nova Launcher’s development is crucial to understanding this situation. Kevin Barry, the original founder and sole developer, left Branch Metrics after nearly two years to join Branch Metrics, immediately following a 2024 announcement of widespread layoffs. Alex Austin, former Branch CEO, publicly stated that if Barry were to leave, the code would be open-sourced and put in the hands of the community, a commitment that was ultimately not honored. This past history of broken promises regarding open-sourcing and community involvement has understandably fostered a degree of skepticism within the Nova Launcher user base.

Instabridge’s approach appears to be a delicate balance between needing to revive the project and mitigating the existing distrust. The company acknowledges the community's concerns and is actively evaluating open-sourcing Nova, a step that Kevin Barry believes is “essential” to rebuilding trust. Barry has already completed the preparatory work involving code cleaning, dependency removal, and API key stripping, reflecting a proactive effort to address the community's apprehensions. He has even stated that he has “cleaned the code, removing some dependencies, stripping API keys.” This suggests a genuine desire to return to the core principles of the project and respect the community’s prior commitments.

Instabridge is operating in a particularly difficult position, acknowledging that the company's approach is “difficult” and open-sourcing Nova “has to be a component” of helping rebuild trust. However, the company doesn’t have a final decision on open-sourcing, presenting a challenge and creating a sense of urgency. The timing is also significant, as Nova 8.1 is already somewhat dated, and users are eager for Nova 9. The ultimate success of Instabridge’s acquisition hinges on their ability to satisfy the community’s demands and retain the loyalty of its dedicated user base. If Instabridge were to release Nova 8.1 as open source as Barry suggested, it would likely quell much of this doubt.