Sybre Waaijer, the founder of The SEO Framework, has launched Troy, an open-source system for distributing WordPress plugins without relying on the central WordPress.org plugin directory.
Rather than replacing WordPress.org, Troy is presented as a parallel distribution option, as highlighted, “ Troy isn’t a replacement for WordPress.org—it’s an addition. Another option. A backup. A parallel path for developers who want independence.”
Development Timeline
Sybre Waaijer said the idea was drafted on October 14, 2024, with the first code written on January 12, 2025, and the project was launched last week on December 9.2025.
Problems with WordPress Plugin Distribution
Sybre Waaijer pointed to WordPress’s centralized plugin distribution model as a core issue, noting that plugin publishing is controlled through a single directory, approval process, and authority. “ But plugin distribution has always been centralized. One directory. One set of guidelines. One approval process. One organization deciding who gets to ship code.”
Waaijer said WordPress’s plugin system begins to break down once commercial incentives are involved, citing misconduct, conflicts of interest in enforcement, and a ranking system he described as opaque.” This works—until money gets involved. Commercial interests have crept into every corner. Plugin authors lie, break the law, buy out competitors….The plugin ranking system makes it worse. It’s based on opaque installation counts that snowball early entrants, enabling buyouts purely for install base—after which an entirely different plugin takes its place. The plugin index is hidden from the public.”
He also described the experience for independent developers as discouraging, citing arbitrary enforcement, poor communication, and a lack of accountability: “ For independent developers, the experience is bleak. No recommendations, no “rising star” highlights, no suggestions, no shoutouts. Policy enforcement is arbitrary, plugins are blocked without explanation, communication is poor, and accountability is nonexistent—right down to plugin support emails being sent anonymously. Raise an issue publicly, and you get blocked.”
Troy: An Alternative Distribution Model
In response, Waaijer presented Troy as an alternative distribution model built around developer control, as stated, “Troy is built on a simple idea: developers should control their own distribution.”
He explained that Troy allows developers to host their own plugin repositories, decide when updates are released, and distribute plugins without approval delays or the risk of removal. “ With Troy, you host your own plugin repository. You decide when updates ship. You own the relationship with your users. There’s no approval process, no waiting period, no uncertainty about whether your plugin will still be available next month.”
Troy Server and Client
Troy is made up of two core components. Troy Server turns any WordPress installation into a plugin repository, allowing developers to upload plugin ZIP files or connect GitHub repositories for distribution.
Troy Client is installed on WordPress sites and delivers updates through the WordPress dashboard for any plugin that includes a Troy: header in its main file.
Waaijer emphasized that Troy operates as an opt-in sideloading system. Only plugins that explicitly add a Troy: header participate, while others remain unaffected, and WordPress.org continues to function unchanged.
Privacy and Data Collection
Waaijer said Troy collects limited, non-personal statistics to help developers understand usage, including download counts, version distribution, installed locales, and WordPress and PHP versions. He emphasized that the system is designed to avoid collecting identifiable data, “ You’ll never see a dashboard with your users’ domains. That information doesn’t exist because Troy doesn’t collect it.” Support for themes is said to arrive in the future.
Licensing: MIT
Waaijer said Troy is released under the MIT license, which he described as simple: “ MIT is simpler. Use the code. Modify it. Ship it in commercial products. Build something new. The only requirement is keeping the copyright notice.”
Waaijer also outlined several upcoming features, including full theme support, on-demand distribution of translation packages, integration with GitLab and Bitbucket, and enhanced data visualization through graphs.