UpScrolled: The Social Media App That Dethroned TikTok in the US App Store

The Rise of UpScrolled: A TikTok Exodus Story

In just days, a relatively unknown social media app has accomplished what seemed impossible: dethroning TikTok from its dominant position in the US App Store. As of January 30, 2026, UpScrolled sits at the #1 spot in the social networking category, surpassing giants like TikTok, Threads, WhatsApp, and Instagram.

The meteoric rise isn't a coincidence—it's the result of the largest social media migration in years, triggered by TikTok's controversial US ownership change and a privacy policy update that has users deeply concerned about surveillance, censorship, and data privacy.

What Is UpScrolled?

UpScrolled is an Australian-built social media platform founded in June 2025 by Issam Hijazi, a Palestinian-Australian developer who previously worked for tech giants IBM and Oracle. The platform was created as a response to what Hijazi and many users perceived as systematic censorship of pro-Palestinian content on mainstream social media platforms.

The app describes itself as offering "transparent tech" with a clear promise: no shadowbanning, no hidden algorithmic manipulation, and genuine freedom of expression.

Key Features:

1. Transparent Feed Algorithm Unlike TikTok's opaque "For You" page, UpScrolled offers two distinct feeds:

1. Following Feed: Chronological posts from accounts you follow, with zero algorithmic interference
2. Discovery Feed: Algorithmically curated content, but with transparent rules about how posts are ranked

2. Multi-Format Content The platform supports:

1. Short-form videos (TikTok-style)
2. Photo posts (Instagram-style)
3. Text posts (X/Twitter-style)

3. No Hidden Censorship UpScrolled promises that if content is removed or restricted, users will receive clear explanations rather than mysterious shadowbans or reach throttling.

4. Privacy-First Design The platform emphasizes data privacy and user control, positioning itself as the antithesis of data-hungry Big Tech platforms.

The Perfect Storm: Why UpScrolled Went Viral

Several converging factors created the conditions for UpScrolled's explosive growth:

1. TikTok's Controversial Ownership Change

On January 22, 2026, TikTok finalized its US ownership restructuring to comply with federal law requiring separation from Chinese parent company ByteDance. The new entity, TikTok USDS Joint Venture LLC, is now controlled by:

1. Oracle (led by Larry Ellison) - 15% stake
2. Silver Lake (California investment firm) - 15% stake
3. MGX (Abu Dhabi AI company) - 15% stake
4. ByteDance - 19.9% minority stake

The involvement of Larry Ellison—a staunch supporter of Israel and close friend of Prime Minister Benjamin Netanyahu—immediately raised red flags among users concerned about potential political censorship, particularly regarding pro-Palestinian content.

2. Alarming Privacy Policy Updates

Simultaneously with the ownership change, TikTok rolled out a new privacy policy that shocked users. The updated terms explicitly state that TikTok may collect:

Sensitive Personal Information Including:

1. Precise GPS location data (not just approximate location)
2. Immigration status
3. Citizenship status
4. Sexual orientation
5. Gender identity (including transgender and nonbinary status)
6. Mental health diagnoses
7. Physical health information
8. Religious beliefs
9. Racial or ethnic origin
10. Financial information
11. Government-issued ID numbers

The most controversial aspects center on precise location tracking and immigration status collection. The timing couldn't be worse—these updates arrived during a period of heightened ICE enforcement activities and growing concerns about surveillance.

While privacy experts note that some of this language existed in previous policies (particularly the immigration status disclosure, which appeared as early as August 2024), the forced acceptance pop-up drew unprecedented attention to what TikTok is legally permitted to collect.

3. Widespread Reports of Censorship

Within days of the ownership transition, users began reporting:

1. Content suppression: Videos about certain political topics mysteriously stopped gaining views
2. Upload failures: Anti-ICE and immigration-related content frequently failed to upload
3. Account restrictions: Creators noticed sudden drops in reach without explanation
4. Word censorship: Terms like "Epstein" allegedly being filtered or blocked
5. High-profile bans: Emmy Award-winning journalist Bisan Owda was permanently banned, sparking outrage

Comedian Megan Statler publicly shared her experience of being unable to upload anti-ICE videos after the Minnesota shooting incident involving federal agent Alex Pretti, despite having no issues before the ownership change.

4. The "Bisan Effect"

The permanent banning of Bisan Owda—an Al Jazeera contributor from Gaza with a massive following—served as a flashpoint. Her ban on January 29, 2026, triggered immediate boycott calls and drove thousands to UpScrolled within hours.

5. Platform Technical Issues

TikTok has been plagued by technical problems since the ownership change:

1. Days of upload issues
2. Repeating timelines
3. Content reach problems
4. Overall instability

These issues, combined with the policy concerns, created the perception that the platform was fundamentally broken under new management.

The Numbers Behind the Exodus

The migration to UpScrolled has been staggering:

1. 700,000 global downloads since June 2025 launch (as of January 27, 2026)
2. 400,000 US downloads alone
3. 85% of US downloads occurred between January 21-27, 2026
4. 2,850% increase in daily downloads between January 22-24
5. 1 million total users reached by January 29, 2026
6. Server crashes on January 26 due to overwhelming traffic

App Store Rankings (as of January 30, 2026):

1. #1 in Social Networking category (US)
2. #1 among free apps overall (surpassing ChatGPT)
3. Ranked one spot above TikTok itself
4. Top downloads also in UK, Canada, and Australia

The Founder's Vision

Issam Hijazi created UpScrolled from a deeply personal place. Having lost family members in Gaza and frustrated by what he saw as systematic suppression of Palestinian voices on mainstream platforms, he wanted to build something different.

"I couldn't take it anymore," Hijazi told Rest of World. "I lost family members in Gaza, and I didn't want to be complicit. So I was like, I'm done with this, I want to feel useful."

The platform is backed by the Tech for Palestine incubator and emphasizes that "the other platforms claim to be free speech platforms. But when it comes to anything on Palestine, that's a different story."

UpScrolled's stated mission: Create a platform that "belongs to the people who use it — not to hidden algorithms or outside agendas."

What Users Are Finding on UpScrolled

Early adopters report a platform that feels like a hybrid of multiple services:

1. Interface: Similar to X (formerly Twitter)
2. Content types: Mix of videos, photos, and text (like Instagram + X)
3. Discovery page: Similar to Snapchat's, but with transparent curation

Dominant Content Themes:

The most popular topic on UpScrolled's Discover page is Palestine, with hundreds of posts about:

1. The continuing situation in Gaza
2. Solidarity with Palestinians
3. Coverage of events mainstream platforms allegedly suppress
4. Personal stories from affected individuals

Other trending topics include:

1. Immigration policy and ICE enforcement
2. Political activism
3. Climate justice
4. Inclusivity and social issues

High-Profile Users:

Notable figures who have joined include:

1. Chris Smalls - Labor activist and former Amazon Union organizer
2. Taylor Lorenz - Technology journalist (Washington Post)
3. Numerous content creators fleeing TikTok's new policies

The Challenges Ahead

Despite its explosive growth, UpScrolled faces significant hurdles:

1. Content Moderation Crisis

The platform has been criticized for being "flooded" with problematic content. The Jewish Telegraphic Agency reported instances of:

1. Antisemitic content
2. Holocaust denial
3. 9/11 conspiracy theories involving Israel

UpScrolled acknowledged these issues in a statement: "Our content moderation hasn't been able to keep up with the massive rise of users this week. We're working with digital rights experts to grow our Trust & Safety team and are beefing up our content moderation."

The platform faces a delicate balancing act: maintaining its commitment to free expression while preventing abuse and hate speech.

2. Infrastructure Strain

The app's servers crashed multiple times under the load of new users. UpScrolled posted on Instagram: "You showed up so fast our servers tapped out."

Scaling infrastructure to handle millions of users requires significant investment and technical expertise.

3. Monetization Questions

As a new platform without advertising infrastructure, UpScrolled must figure out how to:

1. Generate revenue sustainably
2. Compete with well-funded platforms
3. Maintain its "transparent" and "user-first" promises while becoming profitable

4. Geopolitical Vulnerability

Based in Australia, UpScrolled could face pressure from governments concerned about content moderation. Critics note that Western nations have demonstrated increasing willingness to regulate speech on platforms, which could test UpScrolled's commitment to free expression.

5. The Sustainability Question

Many social media alternatives have surged during moments of user dissatisfaction with major platforms, only to fade as:

1. The initial anger subsides
2. Users return to established networks where their friends remain
3. Technical and financial challenges mount

Whether UpScrolled can maintain momentum remains to be seen.

What Makes UpScrolled Different From TikTok?

Algorithm Transparency

TikTok: Black-box algorithm that determines what you see with no user insight UpScrolled: Offers both algorithmic and chronological feeds with clear rules

Data Privacy

TikTok: Collects extensive data including precise location, biometrics, sensitive personal information UpScrolled: Promises minimal data collection and user privacy protections

Content Moderation

TikTok: Opaque shadowbanning and unexplained reach throttling UpScrolled: Promises transparent moderation with clear explanations for any restrictions

Ownership Structure

TikTok: US operations controlled by consortium including Oracle, Silver Lake, MGX UpScrolled: Independent, founder-owned platform

Political Neutrality

TikTok: Concerns about political censorship under new ownership UpScrolled: Explicitly positioned as platform for voices marginalized elsewhere

The Broader Context: A Pattern of Migration

UpScrolled's rise is part of a larger trend of users seeking alternatives to dominant platforms:

1. Twitter → Mastodon/Bluesky (during Elon Musk takeover concerns)
2. Instagram → BeReal (privacy and authenticity concerns)
3. Reddit → Lemmy (API pricing protests)
4. TikTok → UpScrolled (ownership and censorship concerns)

These migrations reflect growing user sophistication about:

1. Data privacy
2. Algorithmic manipulation
3. Corporate control of public discourse
4. Platform governance

Expert Reactions

Privacy advocates have praised users for paying attention to terms of service, while cautioning against panic:

Caitriona Fitzgerald (EPIC - Electronic Privacy Information Center): "If the only choice is to accept the unnecessary collection and use of your location data, your citizenship data and other sensitive data, or not use the app at all, that's not a real choice."

Content Moderation Experts: Have raised concerns about UpScrolled's capacity to handle hate speech and misinformation at scale while maintaining its free expression commitments.

Tech Journalists: Note that UpScrolled faces the same fundamental challenges that have plagued every "free speech alternative": balancing expression with safety, transparency with profitability, and independence with sustainability.

How to Join UpScrolled

For those interested in trying the platform:

1. Download the app from the Apple App Store or Google Play
2. Create an account (expect some delays due to high traffic)
3. Set up your profile and preferences
4. Secure your username early (many users report rushing to claim their handles)
5. Follow creators you want to see content from
6. Adjust your feed settings to choose between algorithmic discovery and chronological following

Tips for New Users:

1. Be patient with technical issues—the platform is scaling rapidly
2. Contribute to content creation rather than just consuming (the platform needs diverse voices)
3. Report problematic content to help improve moderation
4. Provide feedback to help the small team improve the platform
5. Understand this is a startup with limited resources, not a tech giant

What This Means for the Social Media Landscape

UpScrolled's rapid rise sends several important signals:

1. Users Will Flee Over Trust Issues

When platforms lose user trust around privacy, censorship, or ownership, migration can happen remarkably fast—even away from apps with hundreds of millions of users.

2. Transparency Matters

Users increasingly want to understand how platforms work, what data is collected, and why content appears (or doesn't) in their feeds.

3. Political Concerns Drive Behavior

Perception of political bias or censorship can trigger immediate user backlash and platform switching.

4. Alternatives Can Scale Quickly

With modern cloud infrastructure and viral growth mechanisms, a small startup can compete with giants—at least temporarily.

5. Content Moderation Remains Unsolved

Every platform faces the same fundamental challenge: protecting free expression while preventing abuse. UpScrolled's struggles highlight that this problem has no easy solution.

The TikTok Counter-Narrative

TikTok has pushed back against many user concerns:

1. On privacy: Stated that much of the "new" language merely clarifies existing practices and complies with state laws like California's CCPA
2. On censorship: Claimed technical issues rather than deliberate suppression explain content problems
3. On location tracking: Noted the feature is opt-in and can be disabled in settings
4. On immigration status: Explained this covers voluntary disclosures in user-generated content, not active harvesting

The company emphasized that US data will be "protected by USDS Joint Venture in Oracle's secure U.S. cloud environment."

However, these assurances have done little to stem the exodus, suggesting the damage to trust may be irreparable for many users.

The Road Ahead

UpScrolled now faces the challenge that has defeated many promising social media alternatives: sustaining growth and building a viable business while maintaining founding principles.

Critical questions remain:

1. Can UpScrolled scale its moderation while staying true to free expression values?
2. Will users stick around once the initial migration wave subsides?
3. Can the platform find sustainable revenue without compromising on transparency?
4. Will it face regulatory pressure as it grows?
5. Can a small team compete with tech giants' resources?

Conclusion: A Social Media Inflection Point

The UpScrolled phenomenon represents more than just another app going viral. It's a referendum on how social media platforms handle power, transparency, and trust.

Whether UpScrolled itself succeeds long-term or becomes another cautionary tale in the history of social media alternatives, its rapid rise demonstrates conclusively that:

1. Users are watching. Terms of service and privacy policies matter, especially when combined with controversial ownership changes.
2. Trust is fragile. Even the most popular platforms can lose users virtually overnight when that trust breaks.
3. Alternatives can emerge. The barrier to creating competing platforms has never been lower, though sustaining them remains extraordinarily difficult.
4. Political speech matters. Concerns about censorship—whether real or perceived—can trigger immediate user flight.
5. The social media landscape is unstable. We may be entering an era of platform fragmentation as users seek spaces aligned with their values.

For TikTok, the UpScrolled surge should serve as a wake-up call about user sentiment. For UpScrolled, the challenge is just beginning: transforming viral momentum into sustainable platform governance that actually delivers on its promises.

For the rest of us, it's a reminder that in the age of digital platforms, we're not just consumers—we're citizens of digital spaces. And when those spaces fail to honor our trust, we can vote with our downloads.

The next chapter of this story will reveal whether UpScrolled can build something lasting, or if it will become another footnote in the endless churn of social media platforms promising to be different.

One thing is certain: millions of users have decided they're willing to find out.

Quick Facts About UpScrolled

Founded: June 2025

Founder: Issam Hijazi (Palestinian-Australian developer)

Headquarters: Australia

Backing: Tech for Palestine incubator

Current Users: Over 1 million (as of January 29, 2026)

App Store Ranking: #1 in Social Networking (US)

Key Features: Transparent algorithms, chronological feeds, multi-format content

Main Competitor: TikTok

Biggest Challenge: Scaling content moderation while maintaining free expression values

Resources:

1. UpScrolled App: Available on Apple App Store and Google Play
2. Official Website: Information available through app
3. Tech for Palestine: https://techforpalestine.org

Disclaimer: This article presents factual reporting on UpScrolled's rise and the factors driving it. The platform's future success and ability to deliver on its promises remains to be seen. Users should make informed decisions about which platforms to use based on their own values and privacy preferences.