The company behind messaging app Kik completed a $19.5 million round of venture funding, reports the New York Times.

The app allows users to share videos, drawings and voice messages and competes with the likes of WhatsApp, GroupMe, MessageMe and Facebook Messenger. It claims to have more than 50 million users, with 200,000 new users added daily.

The company’s focus is on user growth and branching out with its Kik Cards system, which allows apps to run on top of the messaging service via an HTML5-based platform. This means users can play games with their friends or shop within the Kik app.

The Kik card system is crucial to helping the company make money from its free app, according to chief executive Ted Livingston. Around 25 million Kik cards have been installed, according to the company.

Kik previously raised almost $10 million in seed and Series A funding, but the latest funding was harder to secure as the market for consumer mobile has “cooled off a lot” compared to a year ago, according to Livingston.

The investment has been led by Foundation Capital — which has also invested in Netflix — along with RRE Ventures, Spark Capital and Union Square Ventures. Kik will receive board advice from Foundation Capital’s Anamitra Banerji, formerly a product manager for Twitter.