The group, named "NYC Creators Announcements," is run by Emilia Rowland, the city’s director of new media and cultural communications, who posts daily updates and content for the influencers to use.

Influencers may be paid by marketing or advertising firms that have contracts with city agencies; city employees say campaign payments range from $5,000 to $20,000 each.

Signal offers a disappearing‑messages feature that can delete messages after a set time. Reporters could not confirm whether this feature is active in the mayor’s group, and the possibility has led observers to ask how the city will meet its record‑keeping obligations.

When questioned, Mayor Mamdani said his administration will "always strive to fully comply with all legal requirements, including those that relate to the preservation of city records," and added that any departures from the law would be investigated and corrected.

The use of an encrypted platform for official outreach highlights the tension between modern digital communication and the city’s legal duty to preserve public records.