Hotfrog was developed in Australia and launched in late 2005. Since then, the directory now covers 40 countries and is growing rapidly in countries like India, Spain, Germany, France. Hotfrog now has over 70 million listings in 17 different languages. The use of categories makes HotFrog a true people’s directory. HotFrog allows businesses to classify themselves by creating and editing their own tags with keywords associated with their business. Moboom pursued a range of partnerships with various directories over 2015. It zeroed in on Hotfrog as its main target due to the directory's wide global presence. Moboom then acquired 100% of the directory in November 2016. Moboom recognised the value was in the data given the company’s unique ability to leverage content.