 The website, at the height of its popularity, overtook Myspace to become the most widely used social networking website in the United Kingdom, eventually registering at least 10.7 million unique users.The site was also extremely popular in Ireland – at one point it claimed to have over a million Irish users, and data from Alexa ranked it as Ireland's most-visited site.Its popularity saw it sold to AOL in March 2008 for $850 million, with the Birches' combined 70% stake yielding a profit of $595 million from the deal.