Say 'Ello' to the new social network aka the 'anti-Facebook'
New social networking site is invite only and has no adverts
A new social networking site, which is being called the "anti-Facebook" is attracting 35,000 people per hour, according to online reports.
"Ello", was launched six weeks ago and its biggest selling point is that is does not have advertising.
The site's manifesto says: "Every post you share, every friend you make and every link you follow is tracked, recorded and converted into data. Advertisers buy your data so they can show you more ads. You are the product that's bought and sold.
"We believe there is a better way. We believe in audacity. We believe in beauty, simplicity and transparency. We believe that the people who make things and the people who use them should be in partnership.
"We believe a social network can be a tool for empowerment. Not a tool to deceive, coerce and manipulate - but a place to connect, create and celebrate life.
"You are not a product."
Access to the social network is by invitation only from an existing user and people wishing to join must agree with the manifesto, if they click "disagree" they will be re-directed to Facebook.
The site was founded by designer and entrepreneur Paul Budnitz, who said that the idea was to build a service that offered a way to keep up with a smaller circle of friends, and without any ads.
"To me personally, to those who created this network, the Internet has started to suck a bit because people see it as an advertising platform," Budnitz said in an interview. "We wanted to make the social network we wanted."
Ello customers do not have to use their real names on the service, and Ello also offers users an option to disable the company's own analytics software that help run the site.
"Turn off analytics, and you're totally invisible to us," Budnitz said. "It's a first step toward privacy."
Ello will make money by charging users for advanced features, such as a mobile app or the ability to delegate access to business profile pages. Even a setting such as changing the colour scheme of Ello's site comes only after a user pays first. But its core features, the ability to post and read friend's posts, will remain free.