Weedmaps (WM Technology)
A cannabis marketplace and business software platform listing licensed and unlicensed retailers.
Weedmaps is a major marketplace, but it isn't a regulator or quality auditor. Listings there include both licensed and unlicensed operators depending on the market. An SEC settlement in 2022 over inflated user metrics showed the company had credibility problems. Always verify retailer licenses directly with state regulators, not just Weedmaps badges. The platform is a search tool, not a guarantee of legitimacy.
What it is
Weedmaps is a digital marketplace and business software company serving the North American cannabis industry. On the consumer side, it offers a website and mobile app that let users search for cannabis retailers, delivery services, brands, and products by location, with user reviews and price information [1]. Retailers pay to list menus, run promotions, and appear in higher search positions; Weedmaps does not grow, process, distribute, or sell cannabis itself [1].
On the business side, the company sells software-as-a-service (SaaS) tools under the WM Business banner, including point-of-sale systems, menu management, online ordering, and a wholesale exchange for dispensary operators [1]. Weedmaps is an ancillary technology company whose revenue comes from advertising placements, listing fees, and subscriptions—not from cannabis sales.
Ownership and corporate structure
Weedmaps was founded in 2008 by Justin Hartfield and Keith Hoerling [2]. The company is now owned and operated by WM Technology, Inc., which became a publicly traded company in June 2021 via a merger with the special-purpose acquisition company Silver Spike Acquisition Corp. WM Technology trades on the Nasdaq Global Select Market under ticker MAPS.
As a US-listed public company, WM Technology files annual (10-K) and quarterly (10-Q) reports with the US Securities and Exchange Commission; these are the authoritative sources for financial data, executive leadership, and corporate risk disclosures [1]. Chris Beals served as CEO at the time of the SPAC merger, but executive leadership has since changed. Current officers and board members are listed in WM Technology's most recent proxy and annual filings [1].
Market and services
Weedmaps operates primarily in North American legal cannabis markets. Its retail client base is concentrated in US state-legal markets including California, Colorado, Michigan, Arizona, Oklahoma, and Canadian provinces [1]. The platform competes with other cannabis listings and menu services (such as Leafly), point-of-sale and e-commerce platforms (Dutchie, Jane Technologies, Flowhub), and general-purpose review platforms that list cannabis retailers.
Revenue comes from two streams: (1) featured listings, promotional placements, and advertising sold to retailers and brands, and (2) recurring subscriptions for business software tools [1]. Specific revenue figures and product updates should be consulted from WM Technology's current SEC filings, as financial metrics and product offerings change quarterly.
The consumer platform displays dispensary searches, strain pages, brand pages, deals, and user reviews. Business tools include menu syndication to multiple platforms, online ordering systems, POS software, and a wholesale marketplace [1]. This article does not recommend any of these products; operators should request current product demonstrations and speak to reference customers.
Controversies and regulatory issues
Weedmaps' history includes significant credibility issues that readers should understand.
Unlicensed retailer listings. For several years, Weedmaps allowed unlicensed cannabis retailers and delivery services to advertise on its platform alongside licensed operators, particularly in California. In February 2018, the California Bureau of Cannabis Control sent Weedmaps a cease-and-desist letter demanding removal of unlicensed listings. Weedmaps later announced a policy to restrict listings to licensed retailers in California. However, advocates and regulators noted the shift came years after the platform's growth and enforcement remained inconsistent across other markets.
SEC settlement over user metrics (2022). WM Technology and then-CEO Chris Beals settled with the US Securities and Exchange Commission over materially misleading disclosures regarding monthly active users (MAUs) in connection with the SPAC merger. The company agreed to pay a $1.5 million civil penalty and did not admit or deny the allegations [3]. This settlement raised investor concerns about the accuracy of corporate performance claims around the time of the public offering [4].
Review authenticity. As with any user-generated review platform, Weedmaps hosting has been criticized for the difficulty of filtering fake or paid reviews Weak / limited. The company publishes content moderation guidelines but does not publish independent audits of review integrity. Treat all user reviews as anecdotal.
Availability and legal-market notes
The Weedmaps consumer website and app are accessible globally, but the listed retailers, menus, and delivery options are limited to jurisdictions where cannabis is legal under state or provincial law [1]. A retailer's appearance on Weedmaps is not proof of legal status, licensing, compliance, or legitimacy in your jurisdiction. Historically, the platform has listed both licensed and unlicensed operators depending on market and time period.
Weedmaps does not sell, ship, or deliver cannabis. Any order placed through the platform is fulfilled by the listed retailer or delivery service, which is solely responsible for compliance with local law, product quality, testing, and consumer protection. Consumers should verify the retailer's license independently with the state or provincial regulator before purchasing.
What to verify before relying on listings
Weedmaps is a search and advertising platform, not a regulatory body or quality auditor. Before relying on any specific information or transaction:
- Retailer license status: Check your state or provincial cannabis regulator's official license lookup (e.g., California Department of Cannabis Control, Colorado Marijuana Enforcement Division, Michigan Cannabis Regulatory Agency, Health Canada) rather than trusting a Weedmaps badge or label Strong evidence.
- Menu accuracy and pricing: Menus are updated by individual retailers and may lag actual inventory. Contact the retailer directly to confirm availability and current prices.
- Lab testing and Certificates of Analysis (COAs): Weedmaps may display product pages and testing claims, but always verify Certificates of Analysis directly with the manufacturer or third-party lab listed on the package.
- User reviews: Treat as anecdotal personal opinions, not clinical or authoritative evidence Anecdote.
- Corporate claims: For WM Technology's financial results, user metrics, market share, or strategic statements, consult the company's current SEC filings (10-K, 10-Q, and press releases filed on EDGAR) rather than marketing materials [1].
Profile last checked: 31 October 2026.
Sources
- Government WM Technology, Inc. Annual Report on Form 10-K. US Securities and Exchange Commission EDGAR filings.
- Reported Schiller, M. (2018). 'Weedmaps Co-Founder Justin Hartfield Steps Down from Board.' Cannabis Business Times.
- Government US Securities and Exchange Commission. 'SEC Charges WM Technology and CEO with Misleading Disclosures of Key Performance Metric.' Press Release 2022-167, September 21, 2022.
- Reported Schroyer, J. (2022). 'Weedmaps parent settles SEC charges over inflated user metrics for $1.5 million.' MJBizDaily, September 22, 2022.
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