In January 2009, Koum bought an iPhone and realized that the then seven-month-old App Store was about to spawn a whole new industry of apps. He visited his friend Alex Fishman and they talked for hours about Koum's idea for an app. Koum almost immediately chose the name WhatsApp because it sounded like "what's up", and a week later on his birthday, February 24, 2009, he incorporated WhatsApp Inc. in California.
WhatsApp was initially unpopular, but its fortunes began to turn after Apple added push notification ability to apps in June 2009. Koum changed WhatsApp to "ping" users when they received a message, and soon afterwards he and Fishman's Russian friends in the area began to use WhatsApp as a messaging tool, in place of SMS. The app gained a large user base, and Koum convinced Acton, then unemployed, to join the company. Koum granted Acton co-founder status after Acton managed to bring in $250,000 in seed funding.