Cameo last raised $28 million in March 2024, led by Valor Equity Partners. Cameo previously raised a $100 million Series C in March 2021 led by e.ventures and Headline, bringing its total funding to $165 million at that time.

Earlier rounds included a $50 million Series B led by Kleiner Perkins in June 2019, with participation from Lightspeed Venture Partners, Amazon Alexa Fund, GV, and The Chernin Group.

Cameo has raised approximately $194 million in total funding across all rounds since its founding.

Cameo operates as a marketplace connecting fans with celebrities and creators for personalized video messages. Users browse talent profiles, select a celebrity, fill out a request form with the recipient's name and occasion details, then pay for a custom 30-90 second video shoutout.

The core consumer experience centers on personalized video messages delivered within seven days, though users can pay rush fees for 24-hour delivery or select Instant Cameo options for immediate fulfillment.

Beyond basic shoutouts, Cameo offers Direct Messages for paid text conversations typically priced between $1-20, and Cameo Live for 2-10 minute video calls booked at scheduled times.

The company expanded into adjacent products including Cameo Kids, which uses AI voice synthesis to create animated messages from children's entertainment characters like CoComelon and Blippi at lower price points around $25-30.

Cameo for Business provides a self-serve B2B platform with advanced talent filtering, licensing options, and asset management tools for marketing teams. The business product includes demographic filters and usage rights management for commercial applications.

CameoX represents the company's expansion beyond traditional celebrities to include everyday creators and influencers, dramatically expanding the talent pool from 50,000 vetted celebrities to over 30,000 self-serve creators.

In September 2025, Cameo for Business introduced advanced talent filters. Brands can now filter creators by follower count, price, gender, and audience demographics including age, location at the country or city level, and income. The feature tightens targeting for campaigns and speeds discovery across thousands of celebrities and creators.

Cameo operates a commission-based marketplace model where talent sets their own pricing and the platform takes a 25-30% cut of each transaction. Creators retain 70-75% of booking fees plus 100% of tips, with payouts processed weekly.

The platform uses a B2C go-to-market approach for consumer bookings and B2B sales for its business product line. Mobile bookings face additional pressure from app store fees, reducing Cameo's effective take rate to approximately 17.5% after Apple and Google's 30% cuts.

Revenue scales primarily through transaction volume rather than recurring subscriptions. The company benefits from network effects as more celebrity participation attracts more consumers, while higher booking volumes justify celebrity time investment.

Cameo's cost structure includes technology infrastructure, customer support, and talent acquisition costs. The company operates with a lean team of under 50 employees following multiple rounds of layoffs to achieve near-breakeven operations.

The business model relies heavily on celebrity availability and engagement, creating dependency on talent retention and satisfaction. Seasonal spikes around holidays and special occasions drive booking concentration into specific periods.

Memmo emerged as Cameo's primary European competitor but filed for bankruptcy in 2023 despite raising €25 million in venture funding. The platform now operates under a restructured model with slower customer service and talent delivery compared to Cameo.

Thrillz focuses on UK and European TV talent with a 20-25% commission structure and targets the same global market opportunity. The platform emphasizes premium listing upsells and reports steady growth with over 10,000 creators.

Tring dominates the Indian market with over 15,000 Bollywood and regional celebrities, claiming 30,000+ monthly videos. The platform mirrors Cameo's business model but operates at local currency price points and has launched Tring for Business to compete in the SMB endorsement space.

Star Shoutout in MENA and Meet&Greet in LATAM represent smaller regional competitors pursuing underserved geographies. These platforms primarily compete on price rather than global brand recognition or celebrity roster depth.

TikTok's native Shoutouts feature allows fans to pay creators directly within the app using in-platform currency, eliminating the need to use external services. Instagram and YouTube are developing similar creator monetization tools that could capture demand before it reaches dedicated platforms.

Major talent agencies and sports franchises increasingly build first-party video commerce portals to bypass Cameo's commission structure. Several English Premier League clubs and IPL franchises use white-label solutions to offer player videos directly to fans.

CameoX dramatically expands Cameo's addressable market by onboarding everyday creators beyond traditional celebrities. The platform added over 30,000 self-serve creators in 18 months, enabling access to niche audiences around fitness coaching, esports, and reality TV alumni.

This shift moves Cameo from hundreds of thousands of annual transactions to potentially tens of millions of micro-transactions across specialized verticals. Long-tail creators typically charge lower prices but offer faster delivery and more niche expertise.

Live interaction products including Cameo Calls and Cameo Live allow talent to charge 5-10x premium pricing compared to asynchronous videos. These real-time experiences open opportunities for ticketed virtual events, panel discussions, and subscription-based fan clubs.

The 2021 acquisition of Represent provides native merchandise capabilities that could transform every talent profile into a comprehensive commerce hub. Integration opportunities include apparel, digital goods, and downloadable content beyond just video messages.

Cameo for Business targets the $100+ billion global creator marketing budget by positioning as a lightweight alternative to managed influencer marketplaces. Advanced demographic filtering and licensing tools enable repeat corporate bookings rather than one-off consumer purchases.

Partnership with Pledge allows creators to donate booking proceeds to over 2 million nonprofits, opening cause marketing budgets and corporate social responsibility spending. This creates new seasonal campaign opportunities beyond traditional consumer gifting periods.

Revenue concentration: Cameo's business depends heavily on a relatively small number of high-profile celebrities who generate disproportionate booking volume and revenue. If key talent leaves the platform or reduces availability, revenue could decline significantly as happened during post-pandemic celebrity pullback.

Platform disintermediation: Major social media platforms like TikTok, Instagram, and YouTube are building native creator monetization features that could capture personalized video demand before it reaches Cameo. These platforms have existing creator relationships and can offer integrated experiences without external transactions.

AI substitution: Advancing AI video synthesis technology could enable brands and consumers to generate celebrity-like personalized messages at near-zero marginal cost. As synthetic media quality improves, the value proposition of authentic celebrity videos may diminish, particularly for lower-tier talent where authenticity verification is less critical.