Should US President Donald Trump and Twitter ultimately part ways, his campaign has a backup plan at the ready to get his voice out.
Tensions between Mr Trump and the messaging platform escalated last week after Twitter began to label some of his tweets with a fact-check.
Mr Trump responded with an executive order that threatens to curtail some legal protections enjoyed by social media companies.
His campaign team has been building an alternative channel for him for months, a smartphone app that aims to become a one-stop news, information and entertainment platform for his supporters, in part because of concerns that the president would lose access to the Twitter platform, said his campaign manager, Brad Parscale.
The Trump app, which was launched in April, has since often placed among the Top 10 in Apple's rankings of news apps, sometimes above those of individual news organisations such as CNN, the New York Times and Reuters.
Reward points that users can earn by getting other people to sign up for the app can be used to buy campaign gear or even score a meeting with Mr Trump himself
"We have always been worried about Twitter and Facebook taking us offline and this serves as a backup," Mr Parscale told Reuters.
He spoke before Twitter for the first time prompted readers to check the facts in Mr Trump's tweets last week, warning that his claims about mail-in ballots were false and had been debunked by fact checkers.
.@Twitter is now interfering in the 2020 Presidential Election. They are saying my statement on Mail-In Ballots, which will lead to massive corruption and fraud, is incorrect, based on fact-checking by Fake News CNN and the Amazon Washington Post....— Donald J. Trump (@realDonaldTrump) May 26, 2020
For supporters, the new app is where they can get the latest campaign news, watch campaign-produced, prime-time shows hosted by Trump allies and earn reward points for making phone calls or signing people up for the app.
For the campaign, it is a pandemic-proof substitute to Mr Trump's signature rallies, and a key tool to collect crucial data that can help micro-target voters ahead of November's election.
Mr Trump will face presumptive Democratic presidential nominee Joe Biden in the November 3 contest.
With millions of Americans stuck at home and campaign rallies paused due to the coronavirus, successful digital organising can make a difference, digital strategists in both parties say.
Signing into the app requires a cellphone number, which then allows the campaign to send the user regular text messages lauding Mr Trump or asking for donations.
"The most important, golden thing in politics is a cellphone number," said Mr Parscale, who ran Mr Trump's digital efforts in 2016 before leading the 2020 campaign.
"When we receive cellphone numbers, it really allows us to identify them across the databases. Who are they, voting history, everything."
Reward points that users can earn by getting other people to sign up for the app can be used to buy campaign gear or even score a meeting with Mr Trump himself, the campaign said.
Mr Biden's campaign has a phone app as well, where supporters can donate or volunteer, and text people directly with campaign messaging.
But unlike Mr Trump's app, it provides little information, such as social media streams or news releases. Nor does it connect to the virtual campaign events Mr Biden has been holding nearly daily during the coronavirus pandemic. The app is not ranked by Apple as among its 200 most popular for news.
The Biden campaign said it uses its app almost solely for organising supporters, not for pushing content.
By contrast, according to Stefan Smith, a Democratic digital strategist who worked for Pete Buttigieg's 2020 presidential campaign, the Trump app has created a "walled garden" or "digital mousetrap" where voters ideally stay as long as possible, interacting with the app’s steady stream of content.
"The Trump campaign is a media company with an electoral component," he said.
The Trump campaign hired Texas-based company Phunware to build the app.
If they so choose, users can rely on the app as a primary, if heavily filtered, information source, one where Mr Trump’s handling of the Covid-19 pandemic is championed and the economy is poised for a quick recovery and the federal probe into Mr Trump's collusion with Russia was a politically motivated hoax.
Not included is less favourable coverage of the president.
Yesterday, the app contained a campaign statement framed like a news article that said Mr Trump had been working to unite the county in the wake of nationwide protests over the police shooting of George Floyd in Minneapolis.
Bill Bigby, a Trump supporter in Scranton, Pennsylvania, said the app has now become his go-to source for the latest news.
"We have learned that you can’t trust anything the media says about Trump," Mr Bigby, 56, said. "They just don’t like him."
Mr Parscale said that was exactly the goal the campaign had in mind.
"I think everything we do is to counter the media," Mr Parscale said. "This is another tool in the tool shed to fight that fight, and it’s a big tool."