One of the alternative social networks to emerge out of the social media backlash of the Trump era is apparently going to try something new.
Parler announced Friday that it has acquired a cloud company called Dynascale in order to expand its vision beyond offering an (ostensibly) anything-goes social app to provide infrastructure for businesses that run the risk of getting the boot from mainstream providers.
The social app Parler will now operate under a new parent company known as Parlement Technologies, which also announced a fresh round of $16 million for the pivot toward infrastructure. The company didn't name who contributed the new money, but previously received key investment from the deep-pocketed Republican donor Rebekah Mercer.
Parler's CEO George Farmer, who will also lead the new parent company, told The Wall Street Journal that Parlement is "talking to a large range of conservative businesses" that could use its new cloud services. Farmer took over at Parler following the ouster of John Matze, a change of leadership apparently orchestrated by Mercer.
Parler topped App Store charts in early January 2021 after Twitter and Facebook banned President Trump for inciting violence at the U.S. Capitol. But that success was short-lived — Apple and Google removed the app from their respective software stores after drawing a line between Parler and the January 6 violence. Amazon also pulled its web hosting, a trifecta of consequences that clearly made an impact on the company, even after it returned to tech giants' good graces.
Apple reinstated Parler in April 2021 after the app promised to moderate additional content on iOS, bringing it into compliance with the company's standards. Google only allowed the app back into the Play Store earlier this month, indicating that Parler adjusted the Android app to meet the company's requirements for "robust" moderation.
Parler returns to a more crowded landscape of platforms catering to conservatives ready to jump ship from mainstream social networks. Trump launched his own app, Truth Social, in February, luring his supporters with the promise of unfiltered tweet-like posts.
Trump remains banned from Twitter for life, but the company's reluctant new owner-to-be previously declared that he would reverse the decision, opening the door for Trump to return to his former platform of choice, likely at the expense of his current one.