Periwinkle Launches With Self-Hosted Social Media Focus

Berlin-based social media startup Periwinkle has launched. Built on the open-source AT Protocol – the same technology powering Bluesky – Periwinkle lets anyone run their own social media account on a personal domain, giving users full control over their data without managing servers themselves. Unlike joining Bluesky directly or setting up a Mastodon instance, Periwinkle acts as a fully managed Personal Data Server (PDS) provider.

Users can create handles on their own custom domain (e.g., @username.yourdomain.com) and store posts, follows, profiles, and other data on Periwinkle-hosted PDS infrastructure. This setup allows seamless interaction with the broader Bluesky network while keeping data under personal ownership.

Founder Charles Blumenthal, a former McKinsey software engineer, designed Periwinkle for non-technical users tired of centralized platforms. “It’s really not a great idea that a couple of billionaires have control over the way billions of people communicate,” he told TechCrunch. By handling server updates, real-time backups, monitoring, and maintenance, Periwinkle removes the technical barriers that deter most people from self-hosting.

Blumenthal positions Periwinkle as the first fully managed PDS service on the AT Protocol, distinguishing it from tools aimed at community builders. With Bluesky surpassing 43 million registered users, he sees growing interest in data ownership, especially among public figures, businesses, political candidates, and anyone prioritizing privacy and portability.

Future updates may include automated post deletions, archiving features, and additional management tools. Currently self-funded and run by Blumenthal as a solo founder, the company is exploring European investment and plans to expand the team.