UpScrolled is a social networking platform launched in 2025 that has recently gained significant attention in the United States, largely due to growing uncertainty and instability surrounding TikTok’s operations in the country.
Positioning itself as a calmer, more transparent alternative to algorithm-driven platforms, UpScrolled emphasises a chronological feed, user choice, and predictable content reach.
What is UpScrolled and how does it work?
UpScrolled is an Australian-developed social network created by entrepreneur and technologist Issam Hijazi. Its interface blends familiar elements from platforms like Instagram and X (formerly Twitter), making it easy for new users to adapt. On UpScrolled, users can:
- Share photos, videos, and text posts
- Send and receive direct messages
- Post and view stories
- Explore trending and popular content
The platform was designed as an alternative to large, established social networks that frequently change algorithms and content visibility rules. UpScrolled’s core philosophy is simplicity and consistency, aiming to remove the frustration many users feel when their posts suddenly lose reach without explanation.
Feed structure and content discovery
UpScrolled offers two distinct feeds, each with a clear purpose:
- Following feed: Displays posts strictly in chronological order from accounts the user follows. There is no algorithmic reshuffling, ensuring users see content exactly as it’s published.
- Discover feed: Helps users find new creators and content. Visibility here is based on straightforward signals such as likes, comments, and how recently a post was shared, rather than opaque recommendation systems.
According to the company, this approach avoids heavy algorithmic manipulation and makes content performance easier for creators to understand and predict.
Moderation and platform policies
UpScrolled states that it does not engage in shadowbanning, meaning posts are not quietly restricted without user notification. Sponsored content also does not receive priority placement in feeds.
Moderation is handled by human reviewers and follows clearly defined rules focused on removing illegal material, hate speech, harassment, and bullying, rather than suppressing content for engagement optimization.
Why did UpScrolled become popular in the US?
The platform’s rise in the United States coincided with a turbulent period for TikTok, marked by operational changes and regulatory uncertainty. During this time, many users and creators began searching for alternatives that offered more stability and transparency.
UpScrolled’s neutral stance, combined with its reduced reliance on algorithms and clearer rules around content reach, quickly resonated with these users. This interest translated into rapid growth. Between January 22 and 24, the app recorded approximately 14,000 downloads per day, according to data cited by The Verge. Shortly after, UpScrolled reached the top spot among free apps on the US App Store. Around the same time, Issam Hijazi announced on X that the platform’s user base had grown from roughly 150,000 to over 1 million users in just days.
Availability outside the US
UpScrolled is not limited to the United States. The app is available internationally and can be downloaded from both the Google Play Store for Android devices and the Apple App Store for iOS. This global availability positions it as a potential long-term alternative for users worldwide who are seeking a more controlled and predictable social media experience.
