Today, stealth startup Pelago pulls off the covers and unveils its web/mobile application that blends the social with the local (on the mobile, of course). Some call it Facebook meets MySpace, and others have described it as the tip of location-based services. UMI is thrilled to be a critical component of the product as neighborhoods provide the granularity and context that matter in complex urban spaces, and Pelago embraces this. Don’t take our word for it, give Whrrl a spin!