Short version UpScrolled is an incredibly fast-growing social media app that looks and feels familiar an amalgamation with Instagram, X and short-form video apps, but with a distinct goal: “free expression” and an algorithm that promises to be less manipulation. It’s polished in some places and raw in others and is now in the spotlight following the sudden increase in downloads. If you’re interested in discovering an older and more volatile social media platform prior to (maybe) it gets popular, it’s worth a try, but don’t be expecting a perfect product, nor an environment that is free of the complicated media-moderation issues that every “free speech” social network ultimately has to face.
What is the reason UpScrolled is so important at this moment?
UpScrolled first created in 2025, and -until recentlywas one of the small social networks that had been quietly creating features and gaining users. In the latter part of January 2026, UpScrolled exploded onto charts in the app store following numerous users searched for TikTok alternatives after the change in ownership of the TikTok’s U.S. operations. The surge brought UpScroll to the top spot on the Apple App Store, and also created an in-person test for the product. It involves scaling as well as moderation and first impressions at the same time.
It is crucial to understand the context If an app is growing rapidly due to external circumstances, the experience you experience is less dependent on the long-term work of roadmaps and more on how the team reacts to demand in the moment. This is exactly what happened to UpScrolled during the January 24-27, 2026 timeframe huge spikes in downloads as well as server strain and the intense scrutiny of the public.
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Who developed UpScrolled?
UpScrolled was founded in July 2025 by Issam Hijazi, a Palestinian-Jordanian-Australian developer who formerly worked with Big Tech companies like Oracle and IBM. It is supported by Tech for Palestine, an advocacy organization that provides funding for projects that support Palestine.
Hijazi in an interview on tech news website Rest of World, said that he was moved to quit the Big Tech career behind and create a new alternative to Israel’s destruction of Gaza that was deemed as a genocide by the United Nations Commission of Inquiry. The amount of content censorship in the top app stores, Hijazi said, was one of the main reasons.
“I was unable to accept it anymore,” Hijazi is quoted as saying. “I lost my family members in Gaza as I was not willing become complicit. Then I thought”I’m done. I want to feel valuable.
“I discovered this market gap, with many people asking why there was no alternative to Big Tech platforms for their content, which was becoming blocked. Then I asked myself”why don’t we create our own? I just put on my sleeves and constructed it.” He added.
In a paper published in the year 2000, UN Special Rapporteur Francesca Albanese in a report last year, UN Special Rapporteur Francesca Albanese accused IBM as well as a number of different Big Tech companies of complicity in what she described as “Israel’s massacre”. Social media sites such as Instagram, X and TikTok have been accused of shadow bans made by users who share content pro-Palestine.
What is the number of people who have downloaded the UpScrolled app?
On Tuesday, figures from the firm that provides marketing intelligence Sensor Tower noted that UpScrolled was downloaded 400,000 times within the US and 700,000 across the world when it was launched in June 2025.
The app witnessed a rise in US downloads starting on January 22 – which was the same day TikTok made a deal with a company to launch an under-control US version of the application.
Sensor Tower estimated that, on Tuesday the day before, 85 percent of UpScrolled’s downloads within the US took place between the 21st and 27th of January.
This Wednesday UpScrolled came in at number 1 within the “social networking” category on the Apple US App Store, surpassing Meta’s Threads, WhatsApp and TikTok. It was ranked as the sixth free social app available on Google Play for Android users and in which TikTok (and TikTok Lite) has the upper hand.
The app has also received an increase in downloads from Canada and in the UK as well as Australia.
“Crazy demand on our server. It’s so thrilling!” founder Hijazi posted on the site on Sunday, following the website reported that record number of new users had crashed its servers.
“Sorry about the mistakes and hiccups, but we’re increasing our capacity to manage the workload. We expect the system to be more stable within the next 12-24 hours,”” Hijazi wrote.
First impressions and Onboarding (what it’s like to set up and begin using )
Installing UpScrolled is simpleit’s accessible to download on iOS and Android The initial feed will be instantly social to users of Instagram, X, or TikTok. It’s easy to sign up you can follow specific topics and accounts while onboarding and the UI concentrates on one feed that lets posts with mixed media (text images, text, or short videos) are displayed together. The design leans toward minimalism: large typography, full-bleed media cards, fixed bottom navigation with feed/explore/post/messages. The result is a familiar and easy to navigate: you’ll be scrolling within less than one minute.
Two notes from prolonged use: Message features are currently more simple than the major incumbents (some users have reported not having features like voice messages or more rich media on DMs) Additionally, certain text editing features (multi-line editing of bios undo when writing) aren’t as robust. These are the kinds of UX problems you would expect from a young team which is moving fast.
Core is What it excels at
Mixed-media feed
UpScrolled mixes images, text posts and short videos in one feed instead of putting video into a separate tab. It makes it feel like a random encounter. You’ll see an oblique rant, then photos, and then a 20-second video, without having to switch modes. It’s a simple design feature however it ensures that exploration remains at a low cognitive load and offers high-engagement.
Simple posting
Posting a blog is quick you just need to select the media, include text and tags, people and then post. The application offers basic formatting options as well as templates for videos that are short. If you’re a creator and want to speedy sharing with no complicated settings, this is a great app.
The ethos of discovery and algorithmic algorithms
UpScrolled is a company that markets itself based on more natural distribution. It is said to combine engagement signals, time decay and some randomness in order to avoid “over-optimization” and opaque ranking. Practically, that often means content you follow and a sprinkling of trending items — a hybrid chronological/engagement feed rather than a purely attention-maximizing black box. If it’s true that this isn’t manipulative depends on how the system is implemented as it expands however the potential is obvious and resonant for those who are sick of ambiguous algorithms.
Lightweight community offers
Profiles such as following, reposting, and a straightforward explore tab make the most basic social activities easy. The app is focused on speed and simplicity with no overly customized controls, which eases the process for users who are brand new.
Where UpScrolled has struggles (and why these problems are important)
Moderation and content that is harmful
The app’s “free expression” positioning is an irony with two sides. Initial research revealed the app having difficulty in removing swiftly violence and hate speech under certain hashtags. If a platform focuses on minimal interference, it’s still required to have robust procedures to eliminate explicit threats, doxxing or incitement. reports suggest that UpScrolled’s moderation tools and staffing was in danger in the midst of the surge of users. This poses a risk of immediate security for a lot of users and advertisers.
Server stability even during rapid growth
The sudden adoption surges exposed scaling issues like downtimes, slow load, and intermittent glitches. The team was open about the issue and trying to stabilize the infrastructurethis is much more effective than radio silenceHowever, it’s also an opportunity to remind users that utility doesn’t only refer to features but also reliability on a large scale. Be prepared for occasional glitches until the backend has been battle-tested.
Gaps in feature in comparison to incumbents
Power users are likely to miss out on mature features sets, including advanced video editing and creator monetization, business tools complex DMs as well as rich analytics and well-established policy enforcement for content. The team at UpScrolled will have to decide which features to develop first: safety for the community and scalability must be prioritised over the monetization aspect, however pressure from product owners could push them to the other side.
Ad model and clarity for commercial
The company is currently showing advertisements and claims to remain a community-based. But the business model for the future (premium levels, creator pay and ad formats) remains unclear. For creators who are thinking about earning it is crucial to be uncertain.
Data and privacy: what we can say about it
UpScrolled’s App Store listings and website provide the most common practices for mobile apps’ data (identifiers diagnostics, identifiers, and analysis). Since the app is still in its infancy and not yet audited by third parties, transparent privacy track records over the long term aren’t available yet. If you’re concerned about privacy, treat UpScrolled just like any other new social media app: check permissions, beware of storing sensitive information in posts and also check the app’s privacy policies for more details on the ad networks and retention of data. The privacy policies of Google Play and Apple’s statements suggest that they gather device identifiers as well as performance information that is common, however it is important to note.
Community and content: tone as well as politics and culture
The primary goal of UpScrolled is create a space to allow “free expression” and to fight shadowbanning and hidden agendas. This kind of framing draws people who feel confined by popular platforms. These platforms could be beneficial (healing political and social organizing or voicing voices that aren’t heard) however, it also attracts people who challenge the boundaries of what is acceptable speech. This results in a rapidly evolving cultural mix of genuine makers, activists meme-makers, and occasionally, fringe performers exploring the limits of moderation.
If you sign up to UpScrolled today, you’ll see an emerging community that includes local clusters of users, hubs for topics as well as a significant amount of reposting of content from other networks. Expect your feed to be more diverse in comparison to Instagram or TikTok because it’s a place where discussions and unfiltered content is frequent. This isn’t necessarily bad however it does mean you must be selective about the people you follow and make use of the features for blocking and reporting when you create your feed.
The trust issue Moderation and. freedom of speech
This is the central theme of the UpScrolled contest. The idea of less moderated, less altered content can be appealing on the basis of principle, particularly after years of discontent with apparent censorship or ineffective enforcement. However “less moderation” is not the equivalent of “no moderation,” and platforms that aim to increase the freedom of expression while protecting communities must invest in:
- efficient reporting channels,
- A moderation workforce that is trained and AI tools,
- clearly defined, enforceable policy guidelines,
- appeals and transparency reports.
Early reports reveal issues with the speed and frequency of enforcement – an inevitable result of the rapid growth. There are two options for UpScrolled: make a big deal of their hands-off approach (risking the safety of their brand and causing the harm to users) or invest in transparency and moderation (which takes resources and can seem like a compromise in their main message). Both options have their own tradeoffs. your satisfaction with the choices should determine whether you decide to join today or decide to wait.
Polish and performance: UI Speed, reliability, and speed
UI polished: The overall visual language is contemporary comfortable, airy and easily accessible. Animations are minimal, and the feed is well-performing as long as the application is in good health. Certain interactions (like the composer and editing profiles) aren’t as polished however, this is a common occurrence when you’re using apps that are rapidly evolving.
Speed when the servers remain stable UpScrolled will be fast. In the midst of download spikes, we have seen reports of issues with the speed and reliability which is not unusual for a startup that is growing globally in a matter of hours.
Bugs Expect minor UI glitches and occasionally crashes. The application is often in production and fixes are quickly, but it is possible for regressions to occur.
How does it compare to TikTok, X, Instagram and the newest players
TikTok vs TikTok vs TikTok: UpScrolled isn’t an app that is solely focused on short-form videos. If you are primarily using it for short videos and advanced creator marketing, TikTok remains more feature-rich. UpScrolled’s strengths are mixed-media and a focus on conversation instead of algorithmic video push.
Instagram vs Instagram Similar to Instagram in the layout of profiles and mixing media However, Instagram’s tools for commerce filters, filters as well as social graphs, are much more advanced. UpScrolled is aiming to be less ad-driven although ads are currently being used in the app.
In comparison to X/Bluesky/Mastodon: It’s somewhere between. It borrows the microblogging ethos (short posts plus conversation) that is found in X as well as Bluesky but combines it with more rich media. UpScrolled’s “no-manipulation” algorithm pitch is more similar to Bluesky’s earlier philosophy, however UpScrolled’s central architecture is closer to X as opposed to Mastodon’s unfederated model.
The business model, and the things creators must be aware of
At present, UpScrolled is running ads and boasts regarding its being “community-driven.” There is no solid, clear creator monetization system yet (no official revenue share has been made public at a scale) Therefore, creators are not likely to see immediate revenue similar to TikTok as well as Instagram. But, platform acceleration can open up opportunities for early adopters, who have built audience now could benefit in the event that UpScrolled launches creator tools and monetization in the future. Creators’ idea is to invest now to build your audience without risk, however, don’t depend on the audience for income until monetization channels that are officially established.
Security checklist for first-time users
If you’re considering using UpScrolled, here’s a quick list of steps to safeguard your account as well as your sanity.
Create a strong password and activate any 2FA.
Check permissions for apps prior to giving access to camera or storage.
Start by following reputable authors and accounts that are official to help seed your feed.
Be wary of personal information on profiles and in posts.
Find out how blocking and reporting work — and use them often.
When you’re creating content take into consideration crossposting on other platforms in order to minimize risks associated with a single platform.
Pros and cons – brief overview
Pros
- Clean, fast UI with mixed-media feed that’s simple to make use of.
- A fresh community spirit; great for early discovery and developing an audience.
- A clear public debate about the freedom of speech and algorithms for fairness.
- Rapid product iteration, and transparent team communication in the event of interruptions.
Cons
- Moderation gaps are frequently observed in particular during large scale.
- A little less mature tools for creators and messaging when compared to the incumbents.
- Stability issues in sudden surges.
- Long-term privacy and business models practices regarding data and privacy are changing. For more details, you can check the website trust score on ScamAdviser
Verdict: Who should test UpScrolled today?
Explore it if you’re interested or want to improve your knowledge of the platform since its beginnings or want to experience a more welcoming community for debate and sharing of ideas. Early users, independent creators and activists will discover interesting spots of conversation as well as potential expansion of the audience.
Be patient (or be wary) If you require a stable, mature platform for business, or you depend on the guarantee of security and moderation for your brand. For those who are an advertising company, or a company seeking a reliable control of content It’s a good idea to observe how UpScrolled creates its moderation process and ad-controls before committing big budgets.
Important note Important note: The platform’s culture and safety profile are constantly changing. If you’re sensitive towards harmful comments or harassment, you should proceed with caution; the tools for moderation are advancing, but in inconsistent times.
Practical suggestions for getting the most benefit from UpScrolled.
Keep your list of followers organized and follow the creators you like, turn off or remove the rest. The early networks can be noisy.
Use crossposting strategically — post on multiple platforms to keep your audience from putting all their eggs in the same basket.
Make sure you use clearly defined metadata and hashtagsa higher degree of discoverability is gained from systematic tagging.
Get involved early. Replies and reposts can be powerful growth tools on the nascent platforms.
Watch official channels and keep up-to-date with UpScrolled’s support and update schedule so that you’re aware when new updates or changes to policies occur.
The future is in the making: what will be the defining factor for UpScrolled’s future?
Moderation and safety investments. If the team focuses on transparent policies, clear guidelines, and enforceability, it will draw in large-scale users and advertisers. If it focuses on non-hands-off rhetoric, it could end up being criticized or snubbed by regulators and platforms.
Creator monetization. Offering attractive revenue sharing and analytics will be crucial to keep creators loyal for the long haul.
Scalability. The capacity to manage millions of active users without breaking can determine the level of trust.
Product differentiation. Small, helpful functions (creator tools, improved video editing tools, more sophisticated privacy controls) could turn initial interest into a regular usage.
Last thoughts
UpScrolled is appealing because it offers a different experience -it’s a place that wants to be less geared towards focus and more suited to conversations. In actual use UpScrolled is still a work in progress: elegant in design, fervent in its community outreach, yet overwhelmed by the rapid growth of its users and battling the ubiquitous social-network paradox of how to protect speech and not let harm spread. If you’re interested in exploring emerging platforms and the way they shape communities during their initial stages it’s worth considering. If you require a secure, stable and brand-safe environment patience (and monitoring what the business invests into in the right way and invests in infrastructure) is a wise choice.