Web2 social closed distribution.

Identity is locked. The social graph is trapped. And the algorithm is a black box that decides who gets seen, who gets buried, and who gets to make a living.

Onchain social should flip that.

Not by putting every post onchain. Not by yelling “decentralization.” But by turning social into a permissionless stack where the center is boring and the edges are competitive.

The thesis

Onchain social needs a small, neutral core:

• Identity that travels across apps (Worldcoin, Gitcoin Passport, plug into existing stacks)
• A permissionless social graph — the hero of the stack — that no single client owns
• A default open-source client that works out of the box
• A plugin economy where anyone can extend the system

Just like WordPress. The WordPress stack is a great example of how the onchain social ecosystem should be modeled.

The wedge is not “ownership.” It’s the algorithm

The algorithm will be purely AI by November, with significant progress along the way.

We will open source the algorithm every two weeks or so.

By November or certainly December, you will be able to adjust your feed dynamically just by asking Grok.

People don’t switch social networks because of ideology. They switch when the feed feels better.

The only true 10x over Web2 is this: algorithms become modular.

In Web2, the algorithm is the product and the business model. It must be closed, because control of ranking equals control of revenue.

In onchain social, ranking should be a marketplace.

• Users can choose their feed
• Communities can define what gets rewarded
• Builders can ship new algorithms like plugins
• Creators can escape the “one landlord decides your reach” problem

If you can’t change your algorithm, you’re still living in Web2. Just with wallets.

The WordPress model for social

• Core protocol
• Import modules
• Default client (open source)
• Plugins and modules to extend functionality
• Programmable feed (the homepage)

Core stays minimal

It should be easy to run, easy to fork, hard to capture.

Core includes:

• The permissionless protocol
• A default client that is open source and can be forked. It should take less than an hour to spin up a client with basic functionality. Devs can then customise it and charge a fee.

Everything that creates differentiation happens at the edges:

• Feed algorithms
• Moderation filters
• Community rules
• Theme and UI layers
• Monetization modules
• Import tools and bridges

Devs build plugins, clients, and themes and charge for them.

The protocol charges zero, or close to zero. If the protocol extracts heavy rent, it becomes the next closed platform.

Cold start must be solved by default

A permissionless graph with an empty feed is still dead on arrival.

The base stack needs a built-in bridge:

• Pull your existing feed from Twitter and other popular networks, including Farcaster
• Import follows or starter packs based on wallet transactions
• Drop users into living communities on day one — coin communities, NFT communities, auto-populated based on wallet interactions

Onboarding has to feel like switching browsers, not moving to a new planet.

The client and plugin ecosystem

Farcaster clients died because they could never compete with Warpcast. Since our default client is minimal and open source, newer clients can be spun up in less than an hour.

Then the magic begins. I can spin up a client for my college alumni group, or build a social network for book readers. More ambitious devs will create more generic clients. It’s a perfectly competitive market with an existing userbase, since users bring all the protocol data with them.

Apps in the Monad ecosystem will develop plugins that use protocol data and integrate with client UXes.

The main differentiator: a programmable feed

The goal for your X timeline is to get out of the mainstream algo and the political crusades and find your niche.

You should be able to post about your interests and have friendly, relevant people chime in.

If you're seeing gas station fight videos, your account is not ramped up yet.

We are working everyday to fix this.

The feed is the main differentiator. Imagine being able to tell your feed:

• “Show me less politics.”
• “I want a feed tuned for high-signal founders.”
• “I want a feed that prioritizes replies and actual conversations.”
• “I want a feed that ignores engagement bait.”
• “I want my community’s feed to reflect our culture, not ad incentives.”

That’s the unlock.

Closing

Web2 social is one network, one algorithm.

Onchain social should be one identity, one graph, and a thousand competing clients, features, designs, and algorithms.

That is how you build a superapp from the ground up, not top down. ;)

PS: WordPress still runs 40% of the internet’s websites. It uses PHP and MySQL. Open source is amazing when done right.

CMS	% of all websites
WordPress	43.2
Shopify	4.6
Wix	3.2
Squarespace	2.2
Joomla	1.6
Drupal	0.9

WordPress’s share has climbed almost every year since 2011 — from 27.3% of all websites at the start of 2017 to 43.5% by August 2024.