Cheelee CHEEL

Launched by NUTSon in February 2023, Cheelee is a SocialFi short video platform that follows an Attention Economy approach, rewarding users for watching content. By using Cheelee Glasses, users receive reward boxes containing $LEE tokens every few minutes while scrolling the feed. The earning rate depends on the rarity of the glasses and ranges from x1.05 to x3.3.

Cheelee aims to “build a world of equal opportunities, where everyone can thrive, grow, and earn”. It lowers the barrier to Web3 mass adoption by integrating simple earning mechanics into a familiar short video format.

The app is already available for download on Google Play, AppGallery, GetApps, Galaxy Store, and App Store and offers a zero-entry model: every user receives free Starting Glasses after registration. Users can further boost their rewards by purchasing rarer glasses and exploring additional earning mechanics, such as Swipe-to-Earn, Task Center, Referral Program, and Risk Glasses.

Cheelee operates on the BNB Smart Chain (BEP-20) and uses three tokens. $LEE — utility token for rewards, donations, purchases, and withdrawals. $CHEEL represents long-term value and participation in the ecosystem. $EASY — a token earned via Swipe-to-Earn and tasks, exchangeable after listing.

With over 17M installs and 200K daily active users across 100+ countries, Cheelee is one of the fastest-growing SocialFi projects, aiming to make earnings while watching a new global trend.

Ruslan Sharov, Founder and CEO of Cheelee brings a wealth of experience and expertise to the team. With a background in technology and a deep understanding of blockchain, Ruslan spearheads the company’s vision of revolutionizing the social media landscape. His strong leadership and strategic acumen have been instrumental in driving Cheelee’s growth and positioning it as a key player in the emerging SocialFi industry.

Roman Alekseev is Co-Founder of NUTSon and Cheelee short video platforms and a venture capitalist with a $500-million investment portfolio. Roman is a crypto millionaire who invested in 44 crypto projects and a serial entrepreneur with more than 20 years of experience in the international market. Roman is a philanthropist, mentor, and visionary.

Yuriy Kardonov, CPO and Co-Founder of Cheelee is a seasoned professional with a passion for creating exceptional user experiences. With his extensive knowledge of product development and user-centric design, Yuriy plays a vital role in shaping Cheelee’s innovative platform. His dedication to creating seamless and engaging interactions ensures that Cheelee delivers a truly immersive social media experience. Yuriy’s technical prowess and commitment to excellence make him an invaluable asset to the Cheelee team.

5B people scroll 2h+ daily for free, while their attention is monetized by centralized platforms without rewarding them. Cheelee changes this dynamic: users watch videos as usual but also receive tokenized rewards, making them active participants in the ecosystem.

Cheelee monetization comes from advertising, in-app purchases, future fintech services, and additional revenue streams. Importantly, 70% of revenue is redistributed back to users, turning passive scrolling into direct income. The app also supports purchases via fiat (bank cards, crypto-to-fiat exchange, and direct withdrawals to local bank cards), and is protected by an AI-driven anti-fraud system with 98% accuracy.

Meanwhile, Cheelee operates at the intersection of three massive markets — Social Media, FinTech, and E-commerce. As the team states: “We disrupt the old attention economy and create a new market where time equals income”.

By combining mass-market mechanics, multi-channel revenue, and accessible onboarding, Cheelee positions itself as a next-generation social media platform with long-term global growth potential.

As mentioned earlier, the median daily time adults spend on social media is about 2.5 hours. Members of Generation Z, however, spend an average of 10 hours a day on their phones, primarily watching short-form videos. Competition among content creators for users’ attention is intense, as the volume of available content continues to grow while users’ free time remains limited.

This trend was anticipated nearly fifty years ago by Nobel laureate Herbert Simon, who introduced the concept of the “Attention Economy.” He predicted that as the amount of available information expands exponentially, people’s time and focus would become the most valuable resources. As our society transitions from an industrial to a knowledge-based economy, traditional measures of value—once tied to commodities like oil and gold—are increasingly being replaced by the value of attention.

We are now fully immersed in the attention economy, and Cheelee is the first company to recognize this reality by rewarding users for their attention.

Cheelee has a maximum supply of 1,000,000,000 CHEEL tokens. Distribution is allocated across several categories: 38.1% to in-app rewards, 28.625% to marketing, 12.25% to the reserve fund, 10% to the team, 10% to the liquidity pool, 0.125% to community drops, and 0.5% to advisors. Strategic and private rounds together account for less than 1% of supply (0.2% + 0.15% + 0.05%).

As of mid-2025, about 262.6M CHEEL (26% of total supply) are in active circulation, with the rest subject to scheduled unlocks and vesting.

Cheelee’s mindful economy is designed to make the project’s token model more resistant to volatility. Stability is achieved through multiple revenue sources, including advertising, in-app purchases, transaction fees, and future fintech services. Importantly, 70% of revenue is redistributed to users, while part of it supports the Stability Fund, which protects the ecosystem against market fluctuations.

To secure long-term growth, investment capital and team tokens are locked for two years, ensuring they are not traded during the crucial expansion phase. Additional mechanisms further stabilize token value:

• BuyBacks — repurchasing tokens from the market to stimulate demand and reduce circulating supply.
• Supply management — controlled liquidity allocation and token reuse to balance demand.
• Token burning — permanently removing part of redeemed CHEEL and LEE tokens to support sustainable price levels.

The platform also integrates AI-driven anti-fraud protection (98% accuracy), blocking farms, bots, and abnormal activity to safeguard liquidity and ensure fair participation.