In July 2010, Joe McSpedon, a U.S. government official, flew to Barcelona to put the final touches on a secret plan to build a social media project aimed at undermining Cuba’s communist government.
McSpedon and his team of high-tech contractors had come in from Costa Rica and Nicaragua, Washington and Denver. Their mission: to launch a messaging network that could reach hundreds of thousands of Cubans. To hide the network from the Cuban government, they would set up a byzantine system of front companies using a Cayman Islands bank account, and recruit executives who would not be told of the company’s ties to the U.S. government.
McSpedon didn’t work for the CIA. This was a program paid for and run by the U.S. Agency for International Development, best known for overseeing billions of dollars in U.S. humanitarian aid.
According to documents obtained by The Associated Press and multiple interviews with people involved in the project, the plan was to develop a bare-bones social media, using cellphone text messaging to evade Cuba’s strict control of information and its stranglehold restrictions over the internet. In a play on Twitter, it was called ZunZuneo — slang for a Cuban hummingbird’s tweet.
Documents show the U.S. government planned to build a subscriber base through “non-controversial content”: news messages on soccer, music and hurricane updates. Later when the network reached a critical mass of subscribers, perhaps hundreds of thousands, operators would introduce political content aimed at inspiring Cubans to organize “smart mobs” — mass gatherings called at a moment’s notice that might trigger a Cuban Spring, or, as one USAID document put it, “renegotiate the balance of power between the state and society.”
At its peak, the project drew in more than 40,000 Cubans to share news and exchange opinions. But its subscribers were never aware it was created by the U.S. government, or that American contractors were gathering their private data in the hope that it might be used for political purposes.
“There will be absolutely no mention of United States government involvement,” according to a 2010 memo from Mobile Accord, one of the project’s contractors. “This is absolutely crucial for the long-term success of the service and to ensure the success of the Mission.”
The program’s legality is unclear: U.S. law requires that any covert action by a federal agency must have a presidential authorization and that Congress should be notified.
The Obama administration on Thursday said the program was not covert and that it served an important purpose by helping information flow more freely to Cubans. Parts of the program “were done discreetly,” Rajiv Shah, USAID’s top official, said on MSNBC, in order to protect the people involved.
ZunZuneo began shortly after Cuba’s arrest of American contractor Alan Gross, 63, in Cuba in December 2009. Gross was sentenced to 15 years in prison for installing internet networks under a secretive U.S. program the Cuban government considers subversive.
Toward the middle of 2012, Cuban users began to complain that the service worked only sporadically. Then not at all.
ZunZuneo vanished as mysteriously as it appeared.