According to a post on the company blog, Upworthy.com which bills itself as “social media with a mission” that appeals to the The Daily Show” generation”, has just bought the domain name U.pw to use at a URL shortener.

The domain name U.pw was acquired from the .Pw registry for an undisclosed price.

Prior to the acquisition of u.pw the company was using the domain name upwr.me for its shortener.

Upworthy.com has a Google Page Rank of 5 and is a top 1,000 site based on traffic data complied by Compete.com

According to a press release we received at TheDomains.com, Upworthy is a “quickly growing media start up that has garnered 10.4 million monthly readers within a year from launch.”

“Business Insider has named them the “fastest growing media company in history.”

Upworthy plans to use U.pw as its exclusive URL shortener to share news across all its social media channels. With social media as their primary promotion channel, Upworthy’s shared links generate millions of impressions per week”.