Section 3.3 Message Propagation makes it clear that is a Bitmessage clone.
Curious that the white paper makes no mention of how their system is similar to and/or different from bitmessage.
But then, they did include bitmesssage in the list of references.
It is not scholarly to not discuss prior art and explain the differences. Which is typical of altcoins isn't it.
Also note I edited my post, to point out no discussions of spam resistance and scaling.