MLR
MLR s.r.l., founded in 2017 in Andria, Italy, builds WuvDay, a GPS-verified mobile and web platform that lets private users sell authenticated user-generated news content to publishers, and resells iubenda privacy/compliance solutions as a Certified Bronze Partner.
- Company typePrivate
- Founded2017
- HeadquartersAndria, Italy
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What MLR does
MLR s.r.l. is an Italian limited liability company (s.r.l.) founded in 2017 and headquartered in Andria (Bari province), with registered share capital of EUR 400,000 and a micro-team (1-10 employees per company classification). The company's core product is WuvDay, a mobile (iOS and Android) and web platform that enables private users ('WuvDayers') to capture and contribute real-time photos and videos tagged with verified GPS location metadata, which publishers and editors can acquire as authenticated, rights-cleared visual content to combat fake news and deepfakes. The platform is described as an end-to-end content supply chain that combines computer vision and anomaly-detection techniques with GPS verification and embedded rights-of-use, supported by a multilingual (IT/EN/ES/PT/FR) presence and membership in NVIDIA's Inception Program.
MLR's business model rests on three revenue streams: (i) marketplace / transaction-fee revenue from editors acquiring certified user-generated content on WuvDay at undisclosed 'competitive' pricing; (ii) professional services revenue from reselling and configuring iubenda compliance solutions (privacy/cookie policy, GDPR/CCPA/LGPD, Terms & Conditions) as an iubenda Certified Bronze Partner; and (iii) non-dilutive public grant funding under the Puglia Region 'Fondo Tecnonidi' program, totaling EUR 157,436.38 across 2022-2024. Customer acquisition is dual-sided and product-led: private users self-onboard via app stores, while editors/publishers request free personalized editorial profiles through web signup forms. No commercial revenue, paying customer names, or unit economics are disclosed in the source data.
Strategically, MLR positions itself at the intersection of certified editorial content, AI-assisted anti-deepfake verification, and regulatory compliance, distributing through consumer app stores, a dedicated web platform (wuvday.com), and industry associations (Confindustria Bari BAT, InnovUp, PMI Innovativa certification). The company has not disclosed venture capital investment, headcount growth, or commercial traction, and its customer base, revenue, and operational scale remain undisclosed, which limits any inference about commercial momentum beyond continued R&D activity evidenced by sustained grant inflows through mid-2024.
MLR firmographics
Firmographics- Name
- MLR
- Legal name
- M.L.R. s.r.l. (also styled MLR s.r.l.)
- Website
- https://mlr.srl
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MLR s.r.l., founded in 2017 in Andria, Italy, builds WuvDay, a GPS-verified mobile and web platform that lets private users sell authenticated user-generated news content to publishers, and resells iubenda privacy/compliance solutions as a Certified Bronze Partner.
- Ownership category
- akta.pro rank
MLR industry classification
Industry- Product category
- Digital Content Marketplace (User-Generated News Content)
- akta.pro primary industry
- Content Authenticity, Watermarking & Deepfake Detection (HDAAAKAK)
- akta.pro secondary industries
- Confidential AI & Privacy-Preserving ML (federated learning, MPC, HE, TEEs) (HDAAAKAI), Feature Stores & ML Data Management (HDAAABAB)
Keywords
Where MLR is headquartered
LocationHeadquarters
- HQ city
- Andria
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
MLR business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales
Revenue model
- Marketplace transaction fees / content pricing: WuvDay operates as a marketplace between WuvDayers (occasional reporters) and editors/publishers. Editors acquire content 'at a competitive price,' implying a transactional or take-rate revenue model on content acquisition. Includes exclusive images and real-time content sold to publishers.
- Compliance solutions resale (iubenda): As a Certified Partner of iubenda, MLR resells/configures privacy & cookie policy generators, cookie solutions, consent solutions, and Terms & Conditions generators to its own clients as professional services.
- Public grants and subsidized funding: Receives public subsidies via the Puglia Region 'Tecnonidi' fund (POR FESR FSE 2014-2020). Disclosed grants totaling €157,436.38 across 2022–2024.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | WuvDay editor profile – free and personalized |
| Transaction based/ take rate | Pay-as-you-go | WuvDay content acquisition – competitive pricing per content piece |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
MLR product offering
Product offeringCore offering
MLR s.r.l. operates the WuvDay platform, a mobile and web marketplace that enables private users ("WuvDayers") to act as occasional citizen reporters by capturing real-time photos and videos with verified GPS location metadata, which publishers and editors can then acquire to obtain authentic, rights-cleared, zero-kilometer content for combating fake news and deepfakes. MLR also provides iubenda-based regulatory compliance services (GDPR/CCPA/LGPD) as an iubenda Certified Bronze Partner.
Product overview
MLR operates a platform-plus-services architecture: its core product is the WuvDay platform (available as iOS app, Android app and web app at wuvday.com) for user-generated, GPS-verified editorial content with deepfake/fake-news protection, complemented by a corporate R&D and consulting service line ("Digital Innovation and Certified Content for Communication") and by iubenda-based regulatory compliance solutions that MLR delivers to clients as an iubenda Certified Bronze Partner.
Differentiator
Problem solved
Functional benefit
Brands
- WuvDay: A platform by MLR srl that enables users to become occasional reporters and helps publishers combat fake news through GPS-verified, real-time visual content (available as iOS and Android apps, plus a web platform at wuvday.com).
Products and services
- WuvDay Mobile and web platform (iOS, Android, wuvday.com) that lets private users become "WuvDayers" by capturing real-time photos and videos with verified GPS location, allowing publishers and editors to acquire authentic, zero-kilometer, rights-cleared original content and combat fake news and deepfakes.
- MLR iubenda Compliance Solutions Regulatory compliance service delivered as an iubenda Certified Bronze Partner: configuration and delivery of iubenda's Privacy & Cookie Policy Generator, Cookie Solution, Consent Solution, and Terms & Conditions Generator to make client websites and apps compliant with GDPR, LGPD, CCPA, and EU Cookie Law requirements.
- MLR Digital Innovation and Certified Content services Corporate R&D and consulting service offering combining IT expertise with publishing-industry needs; performs research and development of high-technology tools to improve the transmission and dissemination of certified news, including products such as WuvDay.
Quantifiable outcome
- Public subsidies of €157,436.38 received from Regione Puglia 'Tecnonidi' fund across 2022–2024
Companies that use MLR
Customer profileSegments4 records
Ideal customer profiles3 records
MLR technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability7 records
Feature6 records
MLR partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- iubendacoreMLR is a Certified Bronze Partner of iubenda. Through this partnership MLR configures and delivers iubenda's compliance solutions (Privacy & Cookie Policy Generator, Cookie Solution, Consent Solution, Terms & Conditions Generator) to its customers as part of its professional services offering. The relationship is presented as ongoing and structural to MLR's compliance services line of business.
- NVIDIA Inception ProgramminorMLR displays the NVIDIA Inception Program badge under its 'Backed by' section on the corporate website, indicating membership in NVIDIA's startup accelerator for AI/deep-tech companies. No further details on program tier or scope disclosed.
- Activate (Activate-Logo)minorActivate is listed under MLR's 'Backed by' section, indicating it is an incubator/accelerator supporting MLR. No additional detail on the scope of the relationship was provided in the source.
- Confindustria Bari BATminorMLR is 'Associated' with Confindustria Bari BAT (the territorial employers' federation / industry association of the Barletta-Andria-Trani province), listed under the 'Associated' section of the corporate site.
- InnovUpminorInnovUp (Italian Startup & Innovative SME Association) is listed under MLR's 'Associated' section on the corporate website.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
MLR competitors and assessment
Company assessmentBroad incumbents
- Shutterstock: Shutterstock is a major stock content marketplace including editorial imagery sourced from contributors; a broad incumbent competing for publisher image budgets alongside WuvDay.
- Getty Images: Getty Images is the dominant editorial stock-photo agency with wire-style news content and global contributor networks — a broad incumbent in the same publisher-facing content supply chain.
Direct peers
- Storyful: Storyful (owned by News Corp) is a UGC news agency that verifies and licenses citizen-journalist content to publishers — the closest direct analogue to WuvDay's verified-UGC-for-newsrooms model.
- Stringr: Stringr operates a marketplace that connects newsrooms with freelance videographers and citizen contributors for real-time footage, directly comparable to WuvDay's two-sided content marketplace.
- Jukin Media: Jukin Media licenses UGC video footage (including newsworthy clips) from a global contributor network to publishers and broadcasters — comparable marketplace mechanics and rights-cleared content focus.
Emerging players
- Foap: Foap runs a UGC photo marketplace where individuals sell images to brands and editors; comparable in the supply-side monetization model, though its primary buyer base is marketing rather than newsrooms.
- EyeEm: EyeEm is a photography marketplace that sells contributor images to brands and editorial clients, comparable to WuvDay on the UGC supply-and-rights side, with similar app-based contributor onboarding.
- Logically: Logically combines AI-driven fact-checking with intelligence services for newsrooms and platforms, directly aligned with WuvDay's anti-misinformation and content-authentication value proposition.
- Full Fact: Full Fact is an automated fact-checking organization serving newsrooms; comparable as a publisher-facing anti-misinformation solution, though focused on claim verification rather than UGC sourcing.
- Storyzy: Storyzy provides media monitoring, source verification, and content authentication tools for newsrooms, addressing adjacent fake-news and provenance challenges comparable to WuvDay's positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
MLR social profiles
Digital presenceMLR compliance and trust
Trust signalCompliance6 records
MLR financial estimates
Financial estimateRevenue estimate
Valuation estimate
MLR leadership team
Management profileNumber of profiles
Profiles1 record
MLR funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MLR M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MLR
What does MLR do?
MLR s.r.l. operates the WuvDay platform, a mobile and web marketplace that enables private users ("WuvDayers") to act as occasional citizen reporters by capturing real-time photos and videos with verified GPS location metadata, which publishers and editors can then acquire to obtain authentic, rights-cleared, zero-kilometer content for combating fake news and deepfakes. MLR also provides iubenda-based regulatory compliance services (GDPR/CCPA/LGPD) as an iubenda Certified Bronze Partner.
Is MLR a public or private company?
MLR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MLR founded?
MLR was founded in 2017. It employs 1 to 10 people.
Where is MLR based?
MLR is headquartered in Andria, Italy, in the Europe region.
How does MLR make money?
Three revenue lines are on record. Marketplace transaction fees / content pricing is the primary driver. The others are compliance solutions resale (iubenda) and public grants and subsidized funding.
Who are MLR's main competitors?
Broad incumbents on record are Shutterstock and Getty Images. Direct peers are Storyful, Stringr and Jukin Media. Emerging players are Foap, EyeEm, Logically, Full Fact and Storyzy.
Does MLR have an API?
No public API is recorded for MLR.
What industry is MLR in?
MLR's product category is Digital Content Marketplace (User-Generated News Content). Its primary akta.pro industry code is HDAAAKAK, Content Authenticity, Watermarking & Deepfake Detection, with a secondary code of HDAAAKAI, Confidential AI & Privacy-Preserving ML (federated learning, MPC, HE, TEEs).