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UpScrolled Surges in App Store as TikTok’s U.S. Overhaul Triggers User Backlash

TikTok policy backlash is steering users to a small app touting transparent feeds with non-tracking ads.

Overview

  • The short‑form video startup climbed to No. 2 in Apple’s Social category after a download spike, briefly overloading its servers before the team increased capacity.
  • U.S. TikTok cancellations rose about 150% after users were prompted to accept new terms tied to a majority American‑owned joint venture backed by Oracle, Silver Lake and MGX.
  • TikTok faces accusations of suppressing political content, with creators and public figures alleging that critical posts were removed or downranked.
  • UpScrolled outlines a chronological Following feed and a ranked Discovery feed with a time delay and randomness, optional AI tools, and moderation focused on unlawful content and direct harm rather than ideology.
  • Founder Issam Hijazi says the platform is privately funded and plans platform‑run ads and creator monetisation without third‑party tracking or Google Ads, a stance observers question as growth accelerates.