Berlin-based startup Periwinkle offers a new path for those looking to leave centralized social media platforms run by Big Tech companies. Rather than joining a decentralized network like Mastodon or Bluesky, Periwinkle enables anyone to establish a social media account on their own domain, keeping it under their personal control.
Built on the AT Protocol, the same open-source technology that powers Bluesky, Periwinkle provides the infrastructure needed to run your own social media presence. This means you can have an account on your own domain that works with sites like Bluesky, or host a social site dedicated to your organization or community. Periwinkle sells domains and allows you to store your data—including posts, follows, and your user profile—on your own Personal Data Server, which is part of the AT Protocol system.
The service simplifies the transition for non-technical users or anyone who prefers not to set up and maintain their own server. Once on Periwinkle, the company handles server updates, backups, and monitoring, allowing users to focus solely on posting content.
Periwinkle founder Charles Blumenthal states that they are the first fully managed Personal Data Server service on the market. While other options exist for those building self-governed communities, Periwinkle’s approach is tailored for individual ease of use.
This concept is similar to the choices available in blogging: users can opt for a hosted WordPress.com blog, a self-installed WordPress.org site, or a managed hosting solution. Periwinkle applies that same model to decentralized social media.
Blumenthal, a former McKinsey software engineer, says the idea emerged after he recognized that many people did not fully grasp the AT Protocol and its benefits. He believes it is problematic for a handful of billionaires to control how billions of people communicate. He suggests that if users could seamlessly transfer their followers and content to a new platform, they would likely make the switch.
The growth of Bluesky, which now has over 43 million registered users, indicates demand for this type of offering. Blumenthal expects the market to expand as more people seek to own their personal data rather than entrust it to another company.
Periwinkle’s premium plans begin at four dollars per month for a Basic Plan, which includes support for five handles and five gigabytes of storage, along with real-time backups and a choice between hosting in the EU or the US. The Pro Plan offers 25 gigabytes for fourteen dollars per month, and the Team Plan provides 50 gigabytes for thirty dollars per month. These higher-tier plans support more handles, longer backup retention, and service level agreements. Custom enterprise plans are also available.
A free plan exists for those wanting to try the service, offering 500 megabytes of storage. These plans could appeal to public officials, political candidates, businesses, or anyone wanting finer control over their social media account. The company plans to add features like automated post deletions and archiving tools in the future.
Currently, Blumenthal is the sole founder and the company is self-funded, though he is in discussions with investors in Europe. He hopes to eventually hire an additional engineer and someone to manage communications and marketing.