As social media people, we’ve grown used to a certain pattern: algorithms making invisible decisions, unpredictable reach, and shadowbans that quietly suppress voices without clear reasons. For many users and creators, especially those advocating values-driven content, this system can feel frustrating, opaque, and unfair.

In 2025, a new social platform emerged that aims to change that. It’s called UpScrolled, and while it’s still early in its journey, it’s capturing attention, not just because it’s new, but because of what it stands for: transparency, fairness, and freedom of expression.

For Muslim marketers and halal business owners, this is more than a trend. This is an opportunity to explore a space built on principles that align with ethical communication and community-focused engagement.

What Is UpScrolled and Why It Matters

UpScrolled is a social media platform launched in June 2025 by Recursive Methods Pty Ltd, a company founded by Issam Hijazi, a Palestinian-Australian technologist with previous experience at IBM and Oracle.

At its core, UpScrolled was created as a response to a growing dissatisfaction with existing social networks — spaces where engagement feels controlled by opaque algorithms, and where people struggle to know why their content is being seen or buried. The platform’s mission is straightforward: ensure every voice has a fair chance to be seen.

According to the app’s own mission statement, UpScrolled rejects shadowbans, algorithmic favoritism, and hidden throttling. Instead, it promises a space designed for clarity, fairness, and authentic connection — where your reach is less about winning hidden algorithmic favor and more about real engagement and community response.

How It Works: Simplicity and Fairness First

Unlike many mainstream platforms, where feeds are heavily curated by complex black-box algorithms, UpScrolled currently organizes content in two main ways:

1. Chronological Following Feed
Posts from accounts you follow appear in the order they were published — no guesses about “what the algorithm thinks you want to see.”

2. Simple Discovery Ranking
Content is shown based on engagement like likes and shares, along with a time decay and some randomness so new posts still get a chance to surface. This method keeps the process transparent and predictable.

UpScrolled’s stance is that transparency and fairness in ranking help users and creators focus on what they share, not how the algorithm interprets it. This attitude resonates with people tired of black-box feeds.

What Set It Off: Early Surge in Popularity

UpScrolled didn’t explode overnight, but it did experience sharp growth in early 2026. A combination of factors, including technical outages on major platforms and broader concerns about algorithmic control, drove users to explore alternatives. UpScrolled climbed into top spots in app store rankings and saw hundreds of thousands of downloads as people looked for spaces where their content would be seen without invisible suppression.

This doesn’t mean UpScrolled has the scale of Twitter, Instagram, or TikTok — yet. But its growth shows a real demand: users want more transparency and fewer hidden rules.

What Makes UpScrolled Different: Mission and Philosophy

UpScrolled’s positioning is rooted in a few core ideas that matter especially to communities that value free expression coupled with responsibility:

✔ No Shadowbans — Content is not quietly suppressed. If a post is removed, users are informed why.
✔ Impartiality — The platform pledges not to promote political or commercial agendas.
✔ Fair Algorithms — No pay-to-play, no hidden throttling.
✔ Transparency and Accountability — Decisions and rules are clear and publicly available.

This does not mean the platform is entirely free of content moderation. Posts that violate community safety standards — such as hate speech, threats, or violent content — are responsibly removed to keep the environment civil.

This blend of freedom with responsibility makes UpScrolled appealing to people and creators who feel muted or misaligned with the policies of larger platforms.

A Platform That Aligns with Ethical and Community-Led Values

So why is UpScrolled especially relevant for Muslim entrepreneurs, halal marketers, and value-driven creators?

1. Transparent Reach Means Predictable Engagement

One of the hidden challenges of major social platforms is uncertainty. You never truly know why a post does well or gets buried. UpScrolled’s chronological and simple ranking system gives creators a clearer understanding of when and why their content reaches an audience.

This is especially valuable for halal brands that build engagement through community trust and storytelling rather than hidden algorithm tricks.

2. A Space Less Focused on Viral Hooks, More on Message

Because UpScrolled’s systems aren’t engineered to maximize addictive engagement through opaque feeds, creators can focus on long-form value, storytelling, and meaningful messaging. This aligns well with ethical branding that prioritizes clarity over sensationalism — something deeply rooted in halal marketing principles.

3. Free Expression Without Fear of Silent Suppression

Many Muslim creators and communities have felt the frustration of seeing important voices, stories, or campaigns limited without clear explanation. UpScrolled’s model changes that dynamic by making content suppression transparent and rule-based rather than hidden.

This shift matters for anyone using social media to educate, advocate, or build community trust — whether for charitable causes, awareness campaigns, or ethical brand storytelling.

What It’s Not (Yet)

UpScrolled is still new. It doesn’t yet have the breadth of content, features, or user base that Instagram, TikTok, or Threads currently hold. Some users report that content can feel sparse or uneven in variety because the community is still growing. But this is typical for early platforms and signals opportunity rather than failure.

Moreover, while UpScrolled’s stance on transparency and impartiality resonates with many, any platform can evolve over time — and how it handles growth, safety, and community standards will matter. That’s true whether you build an audience there or anywhere else online.

What This Means for Halal Marketing Strategy

For halal brands and Muslim entrepreneurs who invest in digital presence, UpScrolled represents a new kind of space — one where fundamental principles like clarity, fairness, and community control matter. It may not replace existing networks, but it can complement them as:

• A place to test authentic messaging without aggressive algorithm pressure
• A community space where voices can build credibility organically
• A platform for storytelling, thought leadership, and values-aligned engagement

This aligns with what we at Acabo CC constantly advocate: Build your audience on platforms that reward authenticity, not manipulation. Grow with intention, not hidden tricks.

UpScrolled is not just another app. It’s a reminder that social media can evolve — that technology can support transparency, not hide behind it.

Let's Remember:

UpScrolled didn’t appear by accident. It emerged from a demand for fairness, clear rules, and genuine reach — a demand that resonates strongly with ethically led communities and brands.

For Muslim marketers, halal businesses, and creators focused on meaningful impact, UpScrolled offers a space to build without guesswork, without hidden barriers, and with a clearer understanding of when and how your voice is seen.

This doesn’t mean abandoning bigger platforms, but it does mean exploring spaces where your message is treated with clarity, fairness, and respect.