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Do you remember the surprise announcement of a new social network in Davos this past January? Something that promised to be the "first" European social network?

Its name is #WSocial and it's a fork of #Bluesky. Its founders have ties with European politicians - but there is no official involvement by the EU.

You wouldn't know any of this from media reports because they all rehashed their talking points. So I wrote a post about it, dispelling some myths:

blog.elenarossini.com/w-social…

#OpenWashing

in reply to Elena Rossini ⁂

Regarding my W Social exposé: it was months in the making and I could have written a LOT more, showing additional examples of technical blunders, but I kept it "brief" at 3500 words 😅

I ran out of characters to tag all the awesome people I mentioned in the piece: @doktorzjivago (thanks for the top notch meme), @tom @mapache and @Em0nM4stodon

And special thanks to people who volunteered to proof-read a draft and gave me fantastic feedback: @bitzero and @DataKnightmare

It takes a village ❤️

in reply to Elena Rossini ⁂

wow, very nice post, Elena! You really nailed it 😆. I think in 2026, it’s pretty hard to sweep things like what you found under the rug. In the EU digital community—like we have on Mastodon—we sniff out things, kind of like opening Pandora’s boxes, much faster 👌
in reply to Elena Rossini ⁂

Thanks! Let's hope the message lands!

Journalism has been disappointing. One journalist picking up on it was working for Dutch NOS. On launch she asked "Bluesky fork?" and got shut down with a "we'll share tech details later". ⏰🔔

>Eurosky .. carefully planned out,

But also dishonest. Eurosky is an offshoot from a failed global grift now trying the Europe angle.

On launch I emailed back-and-forth with them multiple times to fix their privacy policy. Even now they make false claims.

in reply to Elena Rossini ⁂

This is truly an excellent piece! Thank you for conducting this important research, and for bringing this issue to the attention of the public. This is a very important topic!

And thank you so much for linking to my article :dragon_heart:

in reply to Elena Rossini ⁂

I just refreshed the #WSocial website and it's showing a MAJOR redesign... with a label at the top stating "built on the open AT-protocol."

This is the first time ever they acknowledge this – I know, as I've been visiting their website for MONTHS and also never heard about this in any interviews. So the claims in my exposé stand (the Internet Archive's Wayback Machine would confirm this).

Of note: they changed their URL from wsocial.eu to wsocial.news

BTW thanks for all your feedback ❤️

in reply to Elena Rossini ⁂

still no mention of Mastodon or the Fediverse, LOL. That .news TLD really brings back to memory that failed attempt to capture the Xodus and the short-lived post.news experiment (shut down in 2024)

techcrunch.com/2024/04/19/post…

Taking bets on how long W will last!

in reply to Elena Rossini ⁂

Félicitations, Elena Bly* Rossini.

(* Nellie Bly, trailblazing female figure in investigative journalism.)

in reply to Elena Rossini ⁂

like genuinely, there's nothing more european of a social network than @Mastodon ! But they're trying so hard to fit and blend into America and anything related to it 😭
in reply to Elena Rossini ⁂

the "trusted feed" thing will be interesting. I'm trying out eYou Social - mobile-only for now, fully proprietary, but, it also promises an EU-based, trusted platform. The "trust" element comes via an AI verification that happens on *every* post; and it gets tripped up (?) on certain things... just imagine posting about the rights of certain groups in society - opinion, or fact? Hmm! It's a dangerous and tricky path, and those AIs are not always great at that. 😬

Let's see how W does.

in reply to Elena Rossini ⁂

Seems like your exposé triggered this change of mind. 😎
Powerful woman 👍
in reply to Elena Rossini ⁂

it's pretty interesting they still really want to avoid saying "Bluesky" and only say "AT-proto".

Almost every other project goes as far as including "sky" in their name and repeatedly mentions Bluesky because that's the thing some people might know at this point so it's good marketing...

Except if you're trying to present yourself as the new European social platform that replaces the US ones such as Bluesky I guess.

This entry was edited (2 weeks ago)
in reply to ikuturso 🇪🇺

@ikuturso in exploring the relationship between #WSocial, #Bluesky and the AT protocol it's perhaps worth noting that Trumps Nazi Bar/megaphone Truth Social is actually based on a modified Mastodon platform.
I don't think they go to any length to acknowledge that either.
in reply to MarjorieR

@marjolica @ikuturso not exactly based on... they stole / borrowed the code base and never federated 😬
in reply to Elena Rossini ⁂

@marjolica just the nature of free software that anyone can use it for any purpose. There's a North Korean Linux distro but that's not because Linus Torvalds or any of the contributors support North Korea.

Nobody has to federate with them and in fact they decided they don't want to federate with anyone anyway.

IIRC Truth Social was in breach of the license terms at first but later started releasing their changes to the source code too.

in reply to Elena Rossini ⁂

I don't know if you saw this short interview with the CEO youtube.com/watch?v=rTLAEbS-fk…
She mentioned that they work with Trust Anchor Group(Swedish company) for identity checks.
trustanchorgroup.com
in reply to Daniel Prindii

@klausblog yes I had seen that! I actually had figured out the link for a while because of their board of advisors. Thanks for sharing though! 🙏
in reply to Elena Rossini ⁂

are you sure it is / was a hype ? To be honest, beside you, I never heard about W Social, at least from the people I follow, the news sites in my RSS reader, ...
Unknown parent

mastodon - Link to source
Michael Mathy
move to Belgium then ! Nobody knows here 😀
in reply to Elena Rossini ⁂

I have a very partial view on #atmosphere based on bridged accounts.
Of all the people I know reporting to being interested in this w thing, no one did effectively mentioned or tried #eurosky , that is already available and people can migrate to at no social cost.
in reply to Elena Rossini ⁂

great article! What I expect is that many ppl will just go for it! "It's European and screw it that they need my ID." The only issue is that I can theoretically create Bluesky account and still communicate with W social accounts. So what's the point of checking ppl if you can still enter through window if door requires an ID. Also I think Mastodon/Fediverse needs some lobby in EC and European parliament, that's something we can learn from W Chat case.
Unknown parent

mastodon - Link to source
Michael Mathy
what pissed me off even more is the kind of conversation I heard in a podcast (do not remember which one but a replay from a french radio show) where they said "it is really sad that no social network exists where we can have unfiltered posts and for which the business model is not driven by ads".
in reply to Elena Rossini ⁂

Thanks for the deep dive.
It does leave me asking: what can we learn from this to help us promote the Fediverse?
Perhaps a spoof website called "Euro Social" that just links to Fediverse 😉 🙂
in reply to Elena Rossini ⁂

This is a very good exposé, @_elena. And W Social like this looks like an (un-)intentional attempt to weaken the upcoming European digital sovereignty.
in reply to Elena Rossini ⁂

Never heard of W Social, but thank you for your critical analysis! What do you think about Eurosky?
Unknown parent

mastodon - Link to source
ee
honestly, looking at those sites, it seems W Social has investors behind it and has purchased press releases. And only then some real media picked up on it.
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mastodon - Link to source
ee

seeing how gullible people on X are, though, is really something...

xcancel.com/pubity/status/2014…

in reply to Elena Rossini ⁂

Après cinéaste et photographe, tu pourrais maintenant ajouter journaliste d'enquête.

Merci pour cet article très fouillé et très recherché.

in reply to Elena Rossini ⁂

At least for me it's clear... W social is a financial project to grap some founding money. It's not a project with European sovereignty in mind or with sovereignty for Europeans.

Therefore, it should be avoided.

in reply to Elena Rossini ⁂

I've also seen references to a BlackSky SM platform which seems to be another Bluesky clone? 🙂🤷‍♂️
in reply to Elena Rossini ⁂

thanks for unmasking the effort. looking forward to the complete unmasking of who is behind it.
in reply to Elena Rossini ⁂

Same shit as US big tech, wearing an EU mask…

Which is what I think a lot of this sovereignty hype will boil down to:

A lot of US companies will establish subsidies, that will ”Eurowash” their products. In the background the data access for them stays, and nothing changes. We use the same products under a different name and somebody gets a cut.

Neoliberal corporatism is an ideology, and this is the result. So very few people can even see it.

This entry was edited (2 weeks ago)
in reply to Elena Rossini ⁂

Its goal is to promote you carrying an agent around to spy on you.
in reply to Elena Rossini ⁂

we have one of these too! gandersocial.ca
Unknown parent

mastodon - Link to source
Feyter
would it make even worse for me... And would show just again, that this platform is not interested in real sovereignty.
in reply to Elena Rossini ⁂

Why do they do stupid things like that when they could just spin up a Mastodon instance
in reply to Elena Rossini ⁂

isn't that like, the point of decentralization and open source? The only real criticism of blue sky is that it's owned by American VCs
in reply to Elena Rossini ⁂

There was TV news in Germany recently talking about alternatives and WSocial was one of them. The representative talked about how they made the network‘s algorithm more user-friendly and I thought „Who tf needs a freaking algorithm other than people-I-follow-latest-first or simply-everything???“
An algorithm is their way of guiding news and communication. Who still wants that?????
Unknown parent

mastodon - Link to source
@BjornW@mastodon.social
😊, would have loved to help translate, but sadly my French is thus far on the level of being able to order a drink or ask for directions to the pool 😉
in reply to Elena Rossini ⁂

Thank you, this kind of work is so important and sadly underappreciated.

The difficulty for a lot of people (like me!) is not really understanding the tech we're using. So we end up trusting whatever we're told.

Hopefully, articles like this will gradually educate people so they understand how to make their choices align with their principles.

in reply to MarkChristopherson🇬🇧🇵🇹🇪🇺

@MarkChristopherson thank you so much Mark! My next deep dive will be into ATproto's #OpenWashing – even I had trouble understanding things, but now the picture is becoming much clearer...
in reply to Elena Rossini ⁂

Very well written. Thank you! It is surprising in today's age that news does not include this type of investigative research or thought but instead stops at the 5 sec sound bit that serves a few attention seeking moments vs improving the larger social fabric of life.
This entry was edited (2 weeks ago)
in reply to Elena Rossini ⁂

I've read about it once, when the EU made the announcement of intending to make such place, but never heard of it again. Maybe because it didn'5 interest me (or because I was sceptical, like the "yeah duh .. a Google-is-still-hiding-in-the-background'-social"-feeling).
Although living in 2 EU-countries makes the change of reading more about it bigger you'd think, but ... No. Sorry.
But thanks for your interesting 'backgroundcheck', at least I know I don't have to feel like I have missed anything, staying at masto is still the best choice. 😁
in reply to Elena Rossini ⁂

Well done for digging into this, it's concerning how many corporations are trying to pretend to be the good guys.
in reply to Elena Rossini ⁂

Già mi puzzava alla frase "Il primo social europeo", perché allora che cazzo sarebbe Mastodon? Algerino?
in reply to Elena Rossini ⁂

Fantastic work, as always Elena!

Great exposé!

This entry was edited (2 weeks ago)
in reply to Elena Rossini ⁂

anytime you see a privacy policy page with anything more than we don’t collect your data you should run screaming .. and they have a very lengthy privacy policy.

Is this different than eYou ?

in reply to Elena Rossini ⁂

WSocial and Eurosky.Social are not a fork of BlueSky. In fact all of them are AT protocol instances. Which btw. you could also host yourself. Basically very comparable with the many ActivityPub instances. I think we in the Fediverse should keep being fair.

Definitely better at AT protocol is, that you can move your account including your posts. You can even keep your handle if you have an own domain. Something that the Fediverse could do better.

in reply to Jürgen 𐐘

Hosting a PDS is only one part of the whole infrastructure. In difference to the Fediverse there are more components in the Atmosphere. And your own PDS doesn't help you, when someone decides to block you from their AppView.
in reply to Michael 🇺🇦

@heluecht Yes I know this. There is also a list of relays that are active, just don’t find the link right now. Including some in Germany. There are als many Apps, so no harm if someone blocks you from their AppView. Event the official BlueSky Mobile App supports Eurosky and other PDS, or just use any other App.

Edit: Hab den Link zu der Liste von Relays wieder gefunden: pulsar.feeds.blue

This entry was edited (2 weeks ago)
in reply to Jürgen 𐐘

When the people from Bluesky decide to block you from their AppView, then you are cut off. AFAIK there is currently only the AppView from the people from Blacksky as an alternative.

Different apps don't help, because they need to talk to an AppView server and your PDS. And the PDS needs AppView for the message flow.

in reply to Elena Rossini ⁂

@pluralistic Wow, this is surprising. I don’t live in Europe, so I didn’t hear about W Social at all.
in reply to Elena Rossini ⁂

on LinkedIn I asked if it would speak activitypub. No answer yet after 2 days. That's bad for a hot launch...
in reply to Elena Rossini ⁂

Their website is so laggy on mobile. High quality engineering 😅
in reply to Elena Rossini ⁂

I didn't pay attention to Davos so I missed it. To many rich people high-giving each other for being rich.

Thank you for digging into what is going on behind the scenes. Are the investors just more techbros, just European?

in reply to Elena Rossini ⁂

wondering how do they expect people to pronounce it... If it's supposed to be "double-you-social", it's a bit of a silly choice for something supposedly made for a very linguistically diverse community...
in reply to Elena Rossini ⁂

wasn't the fact they are building on top of AT-proto know for a long time...?
Unknown parent

friendica - Link to source
Michael 🇺🇦
I still don't really understand why they introduced this blue mark thing when they already had the custom handles.
Unknown parent

@petitcoeur I don't think it's much better than W personally. They're currently more dependent than W will be when they launch tomorrow since the only thing Eurosky provides right now is a PDS and in my opinion they're not really being very honest about the limitations of what they're offering either even if slightly less deceptive when it comes to the Bluesky connection.
Unknown parent

mastodon - Link to source
Elena Rossini ⁂

@hannes99 @ikuturso @petitcoeur I heard through the grapevines (very trusted open web insider) that W social will host its own PDS, relay and AppView... but will use Bluesky's moderation at the beginning. So not fully independent after all...

As far as I know, Eurosky for now only has a PDS (and not the relay or AppView) but I could be wrong

in reply to hannes99

@hannes99 @petitcoeur pretty sure W will also launch with at least an app so they've got more (though still far from complete) services to provide instead of relying on Bluesky for even the basics.
This entry was edited (2 weeks ago)
in reply to Elena Rossini ⁂

Eurosky only having a PDS is correct, you can see what they have and are working on here: eurosky.tech/build/

@hannes99 @petitcoeur

in reply to Elena Rossini ⁂

I need to read this for real.

I was excited about trying out a new platform.

Unknown parent

in reply to Elena Rossini ⁂

OF COURSE they based it off of ATProto instead of using ActivityPub, because AT is "we want it to look open but instead be lock-in"...
in reply to Wilfried Klaebe

@wonka they plan to have ads to turn a profit / be sustainable… so not surprising to see the direction they’re taking
in reply to Elena Rossini ⁂

Just finished reading your article and wow lots of interesting points to digest.

I went to the website the other day it definitely looks a ton more polished than back in January when it was first announced.

As usual I signed up for beta access because I like seeing new social platforms but this one has age verification and that's a deal breaker for me right there.

Great post Elena and excellent information in the article.

in reply to the_infamous

@the_infamous thank you! I have a part 2 coming soon-ish, which has more interesting elements