W Social launches beta with EU leaders in Brussels

W Social has launched its public beta in Brussels, with senior European political figures, institutions and media groups among the early users.

The new social media service is debuting with some of the most prominent names in European public life, including European Commission President Ursula von der Leyen, European Central Bank President Christine Lagarde, European Council President António Costa and European Parliament President Roberta Metsola.

Others who have joined or begun migrating include European Investment Bank President Nadia Calviño, European Commission Executive Vice-President Henna Virkkunen and former executive vice-president Margrethe Vestager. W Social also listed the European Commission, the Council of the European Union, the European Parliament, the European Central Bank, the European Investment Bank and the European Committee of the Regions among the institutions now on the service.

Outside the EU institutions, early users include journalist Anne Applebaum, former Taiwan digital minister Audrey Tang and former United Nations General Assembly president María Fernanda Espinosa.

Several news organisations have also joined, including AFP, Der Spiegel, Welt, Blick and OCCRP. Additional media brands listed include Beobachter, Bilanz, c't Magazin and Heise Online.

Open network

The platform is built on the AT Protocol, a technology standard designed to support interoperable social networking services. W Social says the service is hosted on European infrastructure and governed under European privacy laws.

The company is positioning the service as a European alternative in a social media market dominated by large global platforms. Its pitch centres on verified human interaction, privacy and what it describes as information integrity.

The presence of high-profile European officeholders gives the launch unusual visibility at an early stage. It also suggests official institutions are willing to test newer digital channels as debates continue over trust, moderation and governance on major social networks.

W Social unveiled the beta at Brussels Press Club Europe during an event that brought together policymakers, media executives, technology specialists and civil society representatives. The gathering focused on digital public discourse and the structure of online public spaces.

Early backing

The company has also assembled a board and advisory board drawn from politics, regulation, media, technology and security. According to W Social, the group includes 30 European figures, among them former German vice chancellor Philipp Rösler, German Federal Data Protection Commissioner Louisa Specht-Riemenschneider, former UK information commissioner Elizabeth Denham and Euractiv founder Christophe Leclercq.

Other members include Sandrine Dixson-Declève of The Club of Rome, former chief of the Swiss Armed Forces Thomas Süssli, former Swedish finance minister Pär Nuder and former Twitter chief sustainability officer Sean Boyle.

The line-up points to an effort to build credibility in policy and regulatory circles as the company seeks users beyond the technology sector. It also reflects a strategy focused first on public institutions and professional communities rather than on mass consumer adoption alone.

Social media remains a politically sensitive issue in Europe, where policymakers have increased scrutiny of large platforms over disinformation, user safety, privacy and market power. Against that backdrop, a service marketed around European hosting, European legal oversight and identity verification is likely to draw attention from officials looking for alternatives.

Still, the presence of notable accounts does not by itself guarantee sustained user activity or broader adoption. New social platforms often secure high-profile sign-ups in their opening phase, but face a tougher task in turning symbolic support into regular engagement and network effects.

For media organisations, the appeal may lie in reaching public officials and policy audiences in a more concentrated environment. For institutions, a smaller network with verified users may offer a more controlled setting for public communication, though its long-term relevance will depend on whether it develops an active audience.

W Social Chief Executive Officer Anna Zeiter described the launch as an opening step for the company.

"We believe the future of social media must be built around real people, trust and openness. This week's launch was an important milestone, but it is only the beginning," said Anna Zeiter, Chief Executive Officer, W Social.