Latest News Suggests TikTok to Launch US-Only App Soon

Overview

• TikTok is building a U.S.-exclusive version of the app to bypass the issues it’s facing in the USA.
• Slated for release in September 2025, the app would require American users to download a separate version of TikTok
• House of Marketers Insights on how this affects marketers.

 

TikTok is preparing to make one of its most consequential moves yet in response to ongoing regulatory pressure from the U.S. government. According to a new report from The Information, the platform is building a U.S.-exclusive version of the app, internally referred to as “M2”, as it works toward compliance with the Protecting Americans from Foreign Adversary Controlled Applications Act.

Slated for release in September 2025, the app would require American users to download a separate version of TikTok, one governed independently of its Chinese parent company, ByteDance. Existing users will be given until March 2026 to make the switch.

For brands and marketers, this development signals that TikTok is investing in long-term viability in its most lucrative market. And it comes at a time when many advertisers are weighing risk against opportunity.

What Is the US-Only Version of TikTok?

So what exactly is TikTok building, and why?

The U.S.-only version is designed to allow TikTok to continue operating in the United States without violating recently enacted laws targeting foreign-owned applications. At the core of this effort is an attempt to satisfy national security concerns while preserving TikTok’s user experience and advertiser appeal.

To achieve this, the new version is expected to include structural changes that meet U.S. requirements, such as:

• Limiting foreign ownership to no more than 20%
• Disallowing foreign access to the platform’s recommendation algorithms
• Enforcing strict controls over U.S. user data storage and processing

The underlying strategy appears to be a “split-but-synced” model: separating operations to meet legal conditions while preserving the platform’s addictive engagement model. 

If successful, this would allow TikTok to maintain continuity in the U.S., but under new governance and oversight.

TikTok’s U.S. Ban Timeline

To understand the significance of this move, it is worth revisiting the complex legal and political road that led to it.

The journey began in January 2025, when the U.S. Senate passed the Protecting Americans from Foreign Adversary Controlled Applications Act. This law directly targets TikTok, mandating that it must be sold to a U.S.-based entity in order to remain operational in the country.

TikTok missed the initial compliance deadline. But newly inaugurated President Trump issued a 75-day enforcement delay, giving ByteDance more time to strike a deal. That grace period has since been extended multiple times, each time reflecting the broader tariff tensions between the U.S. and China.

This brings us to the present, where a clearer future for TikTok is finally beginning to take shape on the horizon.

Learn more about the TikTok ban saga in this quick summary of the potential TikTok US ban

What the Future Might Look Like for TikTok in the USA?

So, where do things go from here?

This potential arrangement would aim to fulfill the requirements of the legislation without dismantling the user experience that makes TikTok so effective for content and advertising.

Here’s what such a deal could include:

• U.S.-based governance and operations.
• No export of ByteDance’s algorithm, but possibly a replicated version
• Localised data handling and oversight from U.S. regulators

And yet, some potential buyers have noted a sudden slowdown in talks. Of course, any sell-off must also get approval from Beijing. 

As Axios explains:

“Negotiations between potential bidders and the White House were being led by the vice president’s office, but talks slowed ahead of the third ban delay […] U.S. bidders remain eager to strike a deal, but getting the Chinese government’s sign-off will require intervention from the U.S. government, which is currently distracted by several other foreign policy obstacles.”

This lull underscores just how delicately timed any potential deal must be. While buyer interest remains high, momentum hinges not only on market readiness but also on geopolitical alignment.

Why This Matters to Brands and Marketers

All of this raises a pressing question for marketers: 

What happens to your TikTok campaigns in case of the New Version of TikTok?

If the new U.S.-only app succeeds, it could preserve much of the functionality that advertisers rely on.

This is the time for brands to act strategically.

Reach out to House of Marketers today to learn how we can future-proof your social media influencer marketing campaigns and help your brand thrive, no matter what the future holds.

This period of uncertainty is not just a waiting game; it is also a competitive window.

If a ban is enacted, competition on the platform will likely decline. Brands that maintain a presence may enjoy first-mover advantage, capturing market share while others retreat. TikTok’s algorithm will still reward consistency and creativity.

And if a deal is finalised and TikTok stays? Those who remain active will have preserved momentum, visibility, and audience trust, while their competitors play catch-up.

For brands willing to adapt, learn how to stay ahead in this evolving landscape with House of Marketers’ strategy: What’s Next for Businesses Amidst TikTok Ban?

House of Marketers Insight

TikTok’s reported plan to launch a U.S.-only version of the app is more than a technical fix; it is a strategic signal. The platform is investing in sustainability, compliance, and continued growth in a vital market. For advertisers, that should be taken as a green light.

Marketers who take a wait-and-see approach risk falling behind. Those who stay engaged stand to benefit from reduced noise, increased visibility, and early access to what could become a revitalised TikTok ecosystem in the U.S.

As the social media landscape shifts, brands need a helpful multipronged approach to stay ahead. At House of Marketers, we help businesses craft impactful influencer marketing campaigns across TikTok, Instagram, and Facebook. Contact House of Marketers today and future-proof your marketing strategy!