Cloudflare just launched a consumer DNS service, which is currently dubbed the fastest today. With that said, it focuses more on the privacy side of the DNS system.

Cloudflare talked with several browser manufacturers to figure out what's missing from a DNS resolver, which led them to bring a privacy-focused service to the market. Browsers asked to have all transaction logs wiped out after a week, but Cloudflare took it further and promised to do it in 24 hours.

Cloudflare DNS Service Protects Consumer Data

Especially today in the midst of Facebook's scandal, the privacy of the user's data has become all the more important. Unfortunately, ISPs, mobile network providers, and Wi-Fi hotspots can retain the history of the websites that a user visited with today's DNS services, which are also often frustratingly slow.

Cloudflare's 1.1.1.1 DNS promises to solve both problems. According to the company, it needs the data for preventing abuse and debugging. However, there's no situation wherein the data would be needed past 24 hours.

Furthermore, it claims to have a business model that's not built around selling data, which it sees as a toxic asset. Cloudflare is carrying over this business model to its DNS service so that the data will not be used to track users and for targeted ads.

New DNS System Supports New Protocol

Cloudflare also addressed the inherent flaw of DNS systems, including 1.1.1.1, that makes the data vulnerable to those monitoring the network. This can be solved by using a new protocol: either DNS-over-TLS or DNS-over-HTTPS.

The latter looks more promising to the network company, but only Google currently supports it. With its new DNS offering, the company is hoping for many other software and hardware manufacturers to adopt the new protocol.

1.1.1.1 Is Not A Prank

The DNS was curiously launched on April Fool's Day when many companies are pranking consumers in a harmless way. However, that's not the case here. According to Matthew Prince, cofounder and CEO of Cloudflare, the date was chosen because it has four numbers one, hence 4/1. Although it happened to land on April Fool's Day, it was not a prank.

"Nearly every media briefing I did this week ahead of the launch the reporter made me swear that this wasn't a joke. And it's not. I swear," he said in the announcement post.

He urged the readers to visit 1.1.1.1 and follow the instructions to set it up. That way, they will know it's real.

"And it's awesome," he added.