Secret, the once-popular smartphone app that allows users to anonymously share information with friends and connections, is shutting down after just 16 months.

“After a lot of thought and consultation with our board, I’ve decided to shut down Secret,” co-founder David Byttow wrote in an online post he titled "Sunset." Byttow included image of a coyote with a sunset in the background, as if the point was not made clear with words.

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"This has been the hardest decision of my life and one that saddens me deeply. Unfortunately, Secret does not represent the vision I had when starting the company, so I believe it’s the right decision for myself, our investors and our team."

[caption id="attachment_197604" align="alignnone" width="600"] Secret co-founders David Byttow and Chrys Bader[/caption]

Only nine months ago, Secret completed a $25 million round of funding that raised the company's valuation to $100 million.

Alas, fascination with the app already began waning by January: While gay men were early adopters, constant shading online turned many off. Secret couldn't disassociate itself from the perception it encouraged cyberbullying—a Brazilian court to force Apple and Google to remove the app from their stores in the country after claims it of harassment.

Further texting the writing on the wall, Byttow and co-founder Chrys Bader sold part of their stake in the company for $6 million last summer–A move that, for many, read as submission to the company's inevitable decline.

Secret attempted one last Hail Mary in December, redesigning to mirror its competitor Yik-Yak. This did not work, and alas, here we are today with the announcement of the company's closure.

"I’m extremely proud of our team, which has built a product that was used by over 15 million people and pushed the boundaries of traditional social media," wrote Byttow. I believe in honest, open communication and creative expression, and anonymity is a great device to achieve it. But it’s also the ultimate double-edged sword, which must be wielded with great respect and care. I look forward to seeing what others in this space do over time."