Parler, the controversial social media platform known for its lack of content moderation and popularity among conservatives, has announced plans for a comeback. The platform, which shut down in April due to controversies surrounding hate speech and illicit content, is set to relaunch in the first quarter of 2024, just as the 2024 presidential race heats up.

Parler initially gained popularity among conservative audiences and those frustrated with speech rules on mainstream platforms like Twitter. However, it also became a hotbed for hate speech, misinformation, and the promotion of extremist views. A 2020 report by the Anti-Defamation League (ADL) revealed that Parler was frequented by users with swastikas as profile pictures, racist posts, and members of extremist groups such as the Proud Boys and QAnon.

The platform faced significant backlash after it was revealed that rioters had used it as a platform to plan the January 6th Capitol attacks. As a result, Parler was removed from major app stores and its web hosting service. It lacked essential content moderation systems and tools to address objectionable content and user violations of its terms of service.

While Apple and Google eventually allowed Parler back into their stores, the platform's user base plummeted. In August 2022, Parler attracted just 137,000 unique visitors, a stark contrast to the 12.3 million it had in January 2021.

The recent acquisition of Parler by Texas-based PDS Partners has paved the way for its relaunch. The new owners aim to restore Parler to its original vision as a marketplace of ideas open to everyone. Ryan Rhodes, the new CEO, plans to have the app back online by January 1st, with a full relaunch scheduled for February.

Parler's resurgence comes at a time when other platforms catering to conservative users, such as Truth Social and X (formerly Twitter), have emerged. Truth Social is closely aligned with former President Donald Trump, while X has become a hub for right-wing discussions since Elon Musk acquired it and rebranded it last year.

Despite the competition, Parler's new owners are confident in their mission to provide a secure and inclusive environment for open dialogue. They have emphasized their commitment to monitoring and removing harmful content such as terrorism, child pornography, and trafficking.

Parler's new ownership group consists of Elise Pierotti, a former Parler executive, Ryan Rhodes, and Jaco Booyens, an anti-sex trafficking activist. Pierotti will serve as the chief marketing officer, with Booyens as the chief strategy officer. The headquarters of the revamped Parler will be based in Plano, Texas.

While Parler's previous attempt at acquisition by rapper Kanye West fell through, he would be welcome as a Parler user, according to Pierotti. The platform's original founders chose the name "Parler," meaning "to speak" in French, to reflect their vision of creating a marketplace of ideas.

As Parler prepares for its relaunch, it remains to be seen how it will navigate the challenges of content moderation and regain its relevance in the social media landscape filled with competitors like Truth Social, X, and other emerging platforms.