One of the most established and beloved applications in the Android ecosystem, Nova Launcher, is moving forward with a new owner. The popular launcher was acquired by the Swedish company Instabridge, and it appears to be entering an era of advertisements. This development has created concern and uncertainty among millions of users who have loyally used the app for years. The future of one of the applications that best reflects Android’s spirit of customization is now in question.

For over a decade, Nova Launcher has been the most popular alternative to default launchers for Android users. It built a dedicated user base thanks to its deep personalization options, smooth performance, and clean interface. However, questions about the app’s future arose after its founder, Kevin Barry, left the project last year. Now, this acquisition news emerges as both a source of hope and concern for Nova Launcher.

Nova Launcher Ads: Instabridge Takes Over

The new owner of Nova Launcher, Instabridge, is a Swedish company familiar to those who follow the tech world. Instabridge is primarily known as a platform that helps users find and connect to free Wi-Fi hotspots worldwide. The company, which typically operates on an ad-supported business model, has significantly expanded its mobile application portfolio with this acquisition.

In an official statement, Instabridge mentioned it intends to be a “responsible owner” of Nova Launcher and has no plans to reinvent the application overnight. The company’s primary goal is to create a sustainable business model to support Nova’s development and maintenance. Accordingly, they stated they are exploring various revenue models, including ad-supported options for the free version. While this statement implies the app will remain updated and developed, the mere mention of “ads” was enough to worry its loyal user base.

The Legacy of a Customization King

To understand why Nova Launcher is so important, one must go back to the early years of Android. During that time, the interfaces offered by phone manufacturers were often slow, cumbersome, and had limited customization options. Nova Launcher emerged as a savior, offering users the following:

• Unlimited Customization: The ability to change every detail, from icon packs and animation speeds to the app drawer layout and gesture controls.
• High Performance: It gained a reputation for providing a smooth experience even on older, low-spec devices.
• Simplicity and Ad-Free Experience: For years, even its free version did not contain intrusive ads or unnecessary bloatware.

These features turned Nova from just an app launcher into an integral part of the Android experience. The sale to Branch Metrics in 2022 and the founder’s subsequent departure in 2025 were seen by some as the end of an era. However, Instabridge’s involvement shows that the story is not over yet.

User Concerns: Ads and Trackers Emerge

Although Instabridge has pledged that the experience for Nova Prime (paid version) users will remain ad-free, recent developments seem to contradict this promise. Some users report seeing ads after the latest update. According to information shared on platforms like Lemdro.id and Reddit, Nova Launcher’s v8.2.4 version includes trackers for Facebook and Google AdMob. This is the clearest indication that the company is preparing the infrastructure for ad integration.

Furthermore, some Reddit users have shared screenshots showing ads displayed directly in their app drawers. This situation suggests that Instabridge is already past the stage of just “exploring ads.”

Despite these developments, Instabridge is also taking some positive steps to address community concerns. According to the company’s statements:

• Data Privacy: They promised that data collection will be “minimal and purposeful” and that they will be transparent about what data is collected and why. They also emphasized that personal data will never be sold.
• Open Source Idea: The possibility of turning Nova into an open-source project is being actively considered, but no final decision has been made.
• Prime Users: Existing Nova Prime purchases will be honored, and these users will continue to use all premium features ad-free.

In conclusion, an uncertain yet dynamic period has begun for Nova Launcher. Time will tell how Instabridge’s search for financial sustainability will align with the app’s core philosophy of a simple, user-focused experience. The reaction of users to ads and data tracking will be the most critical factor in determining Nova Launcher’s future in the Android ecosystem.

So, what are your thoughts on Nova Launcher’s new ownership and ads? Share your opinions with us in the comments!