Threads (social network)

{{Infobox website

| name = Threads

| logo = Threads (app).svg

| logo_size = 130px

| logo_caption = Logo used since 2023

| screenshot = Threads.ing.jpg

| screenshot_size = 250px

| caption = The Threads account page for Wikipedia

| collapsible = no

| company_type =

| website_type = Social networking platform

| native_clients = Android, iOS, Web{{Cite web |last=Hines |first=Kristi |date=2023-08-22 |title=Threads By Instagram Expands To Web Browsers This Week |url=https://www.searchenginejournal.com/threads-by-instagram-expands-to-web-browsers-this-week/494471/ |access-date=2023-08-24 |website=Search Engine Journal |language=en |archive-date=September 20, 2023 |archive-url=https://web.archive.org/web/20230920191240/https://www.searchenginejournal.com/threads-by-instagram-expands-to-web-browsers-this-week/494471/ |url-status=live }}

| language = {{hlist

|Chinese (Simplified and Traditional)

}}

| language_count = 31{{Cite magazine |url=https://wired.me/business/social-media/instagram-wants-to-take-over-twitter-with-threads/ |title=Instagram wants to take over a drama-laden Twitter with Threads |date=July 6, 2023 |last=Noor |first=Saleha |magazine=Wired |access-date=July 9, 2023 |archive-date=July 9, 2023 |archive-url=https://web.archive.org/web/20230709161921/https://wired.me/business/social-media/instagram-wants-to-take-over-twitter-with-threads/ |url-status=live }}

| foundation =

| area_served = Over 100 countries

| CEO = Adam Mosseri

| owner = Meta Platforms

| url = {{Official URL}}

| registration = Required to interact (reply, like) but otherwise optional on the web, required for mobile apps

| num_users = 320,000,000 (Jan 2025){{cite web|url=https://www.socialmediatoday.com/news/threads-rises-to-320-million-active-users/738722|title=Threads Reaches 320M Monthly Active Users|date=2025-01-29|access-date=31 March 2025}}

| launch_date = {{Start date and age|2023|07|05}}

| current_status = Active

| programming_language =

| footnotes =

}}

Threads is a social media microblogging service operated by Meta Platforms. Threads requires an Instagram account to use the service and features integration between the two platforms. Upon its launch, Threads became the fastest-growing consumer software application in history, gaining over 100 million users in its first five days and surpassing the record previously set by ChatGPT.{{Cite web |last=Gomez |first=Dessi |date=July 8, 2023 |title=Meta's Threads Crosses 90 Million Signups in 4 Days |url=https://www.thewrap.com/meta-threads-90-million-signups-four-days/ |url-status=live |archive-url=https://web.archive.org/web/20230709162522/https://www.thewrap.com/meta-threads-90-million-signups-four-days/ |archive-date=July 9, 2023 |access-date=July 9, 2023 |work=TheWrap}}{{Cite news |last=Isaac |first=Mike |date=July 6, 2023 |title=Threads Becomes Most Rapidly Downloaded App, Raising Twitter's Ire |url=https://www.nytimes.com/2023/07/06/technology/threads-downloads-twitter.html |url-status=live |archive-url=https://web.archive.org/web/20230706194529/https://www.nytimes.com/2023/07/06/technology/threads-downloads-twitter.html |archive-date=July 6, 2023 |access-date=July 6, 2023 |work=The New York Times|location=New York|url-access=subscription}}{{Cite news |last=Ray |first=Siladitya |date=July 10, 2023 |title=Threads Now Fastest-Growing App In History—With 100 Million Users In Just Five Days |work=Forbes |url=https://www.forbes.com/sites/siladityaray/2023/07/10/with-100-million-users-in-five-days-threads-is-the-fastest-growing-app-in-history/ |url-status=live |access-date=July 10, 2023 |archive-url=https://web.archive.org/web/20230710164204/https://www.forbes.com/sites/siladityaray/2023/07/10/with-100-million-users-in-five-days-threads-is-the-fastest-growing-app-in-history/ |archive-date=July 10, 2023}}

After Elon Musk's acquisition of Twitter in October 2022, Meta employees explored the concept of introducing text-based functionality to Instagram. This feature, known as Instagram Notes, was rolled out in December 2022.{{cite news|first=Sarah|last=Perez|title=Instagram now supports text updates with launch of Notes, adds other new sharing features|work=TechCrunch|date=December 13, 2022|url=https://techcrunch.com/2022/12/13/instagram-now-supports-text-updates-with-launch-of-notes-adds-other-new-sharing-features/|url-status=live|access-date=July 12, 2023|archive-url=https://web.archive.org/web/20230705232354/https://techcrunch.com/2022/12/13/instagram-now-supports-text-updates-with-launch-of-notes-adds-other-new-sharing-features/|archive-date=July 5, 2023}} The company subsequently began developing a separate app focused on text-based posts. Development on Threads{{emdash}}internally known as "Project 92"{{emdash}}commenced in January 2023, with the platform officially launching on July 5, 2023. Threads immediately became available in 100 countries, but until December 14, 2023{{Cite web |date=2023-12-14 |title=Threads: Meta's rival to Elon Musk's X launches in EU |url=https://www.bbc.com/news/technology-67695643 |access-date=2023-12-19 |website=BBC News |language=en-US |archive-date=December 19, 2023 |archive-url=https://web.archive.org/web/20231219100343/https://www.bbc.com/news/technology-67695643 |url-status=live }} had delayed its launch in the European Union as it waited for regulatory clarity from the European Commission regarding the service's data collection policies.{{Cite web |last=Kelly |first=Samantha |date=2023-07-06 |title=Meta officially launches Twitter rival Threads. 30 million have joined already |url=https://edition.cnn.com/2023/07/05/tech/meta-twitter-threads-app-instagram |access-date=2023-07-09 |work=CNN Business |language=en |archive-date=July 9, 2023 |archive-url=https://web.archive.org/web/20230709014722/https://edition.cnn.com/2023/07/05/tech/meta-twitter-threads-app-instagram |url-status=live }}

History

= Predecessor =

In October 2019, Threads was introduced as a separate app available for Android and iOS. This app's functionality resembled that of Snapchat, allowing users to communicate through messaging and video chats.{{cite web |last=Yurieff |first=Kaya |date=2019-10-03 |title=Instagram takes another page from Snapchat's playbook with new Threads app |url=https://edition.cnn.com/2019/10/03/tech/instagram-app-threads/index.html |work=CNN Business |access-date=July 9, 2023 |archive-date=July 9, 2023 |archive-url=https://web.archive.org/web/20230709200816/https://edition.cnn.com/2019/10/03/tech/instagram-app-threads/index.html |url-status=live }} It was integrated with Instagram's "Close friends" feature, so that users could send images, photos, and texts privately to others, and was embedded with Instagram's photo editing system, and introduced the ability to share a status with other registered users.{{Cite web |title=Instagram Threads App – Now Connect with your Close Friends More Conveniently |date=October 6, 2019 |url=https://www.digitalinformationworld.com/2019/10/instagram-threads-app-connect-with-close-friends-more-conveniently.html |access-date=2023-07-10 |archive-date=August 16, 2023 |archive-url=https://web.archive.org/web/20230816050115/https://www.digitalinformationworld.com/2019/10/instagram-threads-app-connect-with-close-friends-more-conveniently.html |url-status=live }}{{Cite web |last=Roettgers |first=Janko |date=2019-10-03 |title=Instagram Launches Photo Messaging App Threads |url=https://variety.com/2019/digital/news/instagram-threads-messaging-app-1203357224/ |access-date=2023-07-10 |website=Variety |archive-date=August 16, 2023 |archive-url=https://web.archive.org/web/20230816050115/https://variety.com/2019/digital/news/instagram-threads-messaging-app-1203357224/ |url-status=live }} Instagram discontinued this version of Threads in December 2021,{{cite web |last=Espósito |first=Filipe |date=2021-11-17 |title=Instagram discontinuing its Threads direct messaging app next month |url=https://9to5mac.com/2021/11/17/instagram-discontinuing-its-threads-direct-messaging-app-next-month/ |work=9to5Mac |access-date=July 9, 2023 |archive-date=February 5, 2023 |archive-url=https://web.archive.org/web/20230205235008/https://9to5mac.com/2021/11/17/instagram-discontinuing-its-threads-direct-messaging-app-next-month/ |url-status=live }} mainly due to most of its features being rolled out on Instagram, as well as low usage compared to other social media applications.{{Cite web |last=Perez |first=Sarah |date=2021-11-17 |title=Instagram will shut down its companion app Threads by year end |url=https://techcrunch.com/2021/11/17/instagram-will-shut-down-its-companion-app-threads-by-year-end/ |access-date=2023-07-10 |website=TechCrunch |archive-date=October 6, 2023 |archive-url=https://web.archive.org/web/20231006122629/https://techcrunch.com/2021/11/17/instagram-will-shut-down-its-companion-app-threads-by-year-end/ |url-status=live }} Approximately 220,000 users globally downloaded the original Threads app, less than 0.1% of Instagram's monthly active users.{{Cite web |last=Leskin |first=Paige |title=Fewer than 0.1% of Instagram users have bought into the hype of the platform's latest Snapchat competitor, Threads |url=https://www.businessinsider.com/instagram-threads-app-sees-low-downloads-compared-to-igtv-boomerang-2019-10 |access-date=2023-07-10 |website=Business Insider |archive-date=August 17, 2023 |archive-url=https://web.archive.org/web/20230817185358/https://www.businessinsider.com/instagram-threads-app-sees-low-downloads-compared-to-igtv-boomerang-2019-10 |url-status=live }}

= Development and announcement =

On April 14, 2022, business magnate Elon Musk attempted a takeover of the social media platform Twitter.{{Cite news |url=https://www.washingtonpost.com/technology/2022/04/14/elon-musk-twitter-takeover-bid/?itid=lk_inline_manual_2 |title=Elon Musk attempts hostile takeover of Twitter, calling path 'painful' |date=April 14, 2022 |last1=Sidddi |first1=Faiz |last2=Gregg |first2=Aaron |newspaper=The Washington Post |access-date=July 29, 2023 |archive-date=November 12, 2022 |archive-url=https://web.archive.org/web/20221112060326/https://www.washingtonpost.com/technology/2022/04/14/elon-musk-twitter-takeover-bid/?itid=lk_inline_manual_2 |url-status=live }} On October 27, Musk acquired the company for {{USD|44}} billion in an agreement with the company's board.{{Cite web |url=https://www.nytimes.com/2022/10/27/technology/elon-musk-twitter-deal-complete.html |title=Elon Musk Completes $44 Billion Deal to Own Twitter |date=October 27, 2022 |last1=Conger |first1=Kate |last2=Hirsch |first2=Lauren |work=The New York Times |access-date=July 29, 2023 |archive-date=October 29, 2022 |archive-url=https://web.archive.org/web/20221029090805/https://www.nytimes.com/2022/10/27/technology/elon-musk-twitter-deal-complete.html |url-status=live }} As Twitter's owner and CEO, Musk implemented several changes to the platform, including monetizing the platform's application programming interface (API); his views and policy changes concerned many advertisers, some of whom left the platform.{{Cite news |url=https://www.washingtonpost.com/technology/2023/04/15/twitter-musk-bid-anniversary/ |title=A year ago, Musk asked, 'Is Twitter dying?' He may have his answer. |date=April 15, 2023 |last1=Sidddi |first1=Faiz |last2=Lerman |first2=Rachel |last3=Merrill |first3=Jeremy |newspaper=The Washington Post |access-date=July 29, 2023 |archive-date=July 6, 2023 |archive-url=https://web.archive.org/web/20230706153520/https://www.washingtonpost.com/technology/2023/04/15/twitter-musk-bid-anniversary/ |url-status=live }} In November 2022, Meta employees started discussing the possibility of creating a separate app for Instagram Notes, an upcoming text-based feature designed for Instagram.{{Cite web |last=Huang |first=Kalley |date=December 7, 2022 |title=Twitter's Rivals Try to Capitalize on Musk-Induced Chaos |url=https://www.nytimes.com/2022/12/07/technology/twitter-rivals-alternative-platforms.html |url-status=live |archive-url=https://web.archive.org/web/20230704032543/https://www.nytimes.com/2022/12/07/technology/twitter-rivals-alternative-platforms.html |archive-date=July 4, 2023 |access-date=July 3, 2023 |work=The New York Times}} That month, Meta Platforms CEO Mark Zuckerberg—seeking to take advantage of the situation—discussed Twitter-like features the company could add to Instagram with the service's head, Adam Mosseri. At the end of the discussion, Mosseri agreed to build a separate app with a planned release date of January 2023.{{Cite news |url=https://www.washingtonpost.com/technology/2023/07/29/meta-threads-mark-zuckerberg-rival-twitter-musk/ |title=Move fast and beat Musk: The inside story of how Meta built Threads |date=July 29, 2023 |last1=Nix |first1=Naomi |last2=Oremus |first2=Will |newspaper=The Washington Post |access-date=July 29, 2023 |archive-date=August 8, 2023 |archive-url=https://web.archive.org/web/20230808215044/https://www.washingtonpost.com/technology/2023/07/29/meta-threads-mark-zuckerberg-rival-twitter-musk/ |url-status=live }}

Amid several layoffs at Meta Platforms, Mosseri and product leader Connor Hayes assembled a team comprising two product managers, two designers, and dozens of engineers from Messenger, Facebook, and Instagram, growing to fifty-six people by the app's launch. The team favored agility, opting to build features, such as searching for content, later. Development began that January under the codename "P92". Moneycontrol obtained information about the app in March, and The Verge published details from an internal company-wide meeting in June. The project, referred to as "Project 92", was described by chief product officer Chris Cox as the company's response to Twitter. Meta Platforms had reportedly secured commitments from some celebrities and was in talks with Oprah Winfrey and the Dalai Lama.{{Cite web |last=Heath |first=Alex |date=June 8, 2023 |title=This is what Instagram's upcoming Twitter competitor looks like |url=https://www.theverge.com/2023/6/8/23754304/instagram-meta-twitter-competitor-threads-activitypub |url-status=live |archive-url=https://web.archive.org/web/20230704015449/https://www.theverge.com/2023/6/8/23754304/instagram-meta-twitter-competitor-threads-activitypub |archive-date=July 4, 2023 |access-date=July 3, 2023 |work=The Verge}} Development was completed in five months using the Jetpack Compose framework.{{Cite web|url=https://android-developers.googleblog.com/2023/10/meta-built-threads-in-only-5-months-using-jetpack-compose.html|title=Meta built threads in only 5 months using Jetpack Compose|date=27 October 2023|access-date=15 May 2024|website=Android Developers Blog|last1=Evjen|first1=Yasmine|last2=Muntenescu|first2=Florina|archive-date=February 26, 2024|archive-url=https://web.archive.org/web/20240226051146/https://android-developers.googleblog.com/2023/10/meta-built-threads-in-only-5-months-using-jetpack-compose.html|url-status=live}}{{Cite web|url=https://9to5google.com/2024/03/04/google-meta-android-apps/|title=Google on how Meta sped up its Android 14 app updates|date=March 4, 2024|access-date=May 15, 2024|website=9to5Google|last=Li|first=Abner|archive-date=March 5, 2024|archive-url=https://web.archive.org/web/20240305173749/https://9to5google.com/2024/03/04/google-meta-android-apps/|url-status=live}}

In July, developer Alessandro Paluzzi tweeted about the release of Project 92 on the Google App Store under the name Threads and shared several screenshots of its features; the app was taken down shortly after.{{Cite web |last=Davis |first=Wes |date=July 1, 2023 |title=Meta's Twitter competitor, Threads, briefly showed up on Google Play |url=https://www.theverge.com/2023/7/1/23781271/instagram-threads-twitter-leak-android-google-play |url-status=live |archive-url=https://web.archive.org/web/20230702235809/https://www.theverge.com/2023/7/1/23781271/instagram-threads-twitter-leak-android-google-play |archive-date=July 2, 2023 |access-date=July 3, 2023 |work=The Verge}} On July 3, Threads appeared on the Apple App Store with a release date set for July 6.{{Cite news |last=Isaac |first=Mike |date=2023-07-04 |title=Meta's 'Twitter Killer' App Is Coming |language=en-US |work=The New York Times |url=https://www.nytimes.com/2023/07/03/technology/meta-app-twitter.html |url-status=live |access-date=2023-07-04 |archive-url=https://web.archive.org/web/20230704005605/https://www.nytimes.com/2023/07/03/technology/meta-app-twitter.html |archive-date=July 4, 2023 |issn=0362-4331}} Additionally, a website for the app featured a countdown clock leading up to the service's launch. Mosseri intended to release the app a week later, but pushed the release date after Musk implemented a rate limit on the number of tweets users could read. The countdown expired on July 5 at 7:00 p.m. EDT after pushing the release date several hours further to account for international app stores,{{Cite web |last=Lawler |first=Richard |date=July 5, 2023 |title=The Instagram Threads launch countdown jumped forward and is now targeting 7 PM ET |url=https://www.theverge.com/2023/7/5/23784873/instagram-threads-launch-twitter-meta-countdown-7pm |url-status=live |archive-url=https://web.archive.org/web/20230705200756/https://www.theverge.com/2023/7/5/23784873/instagram-threads-launch-twitter-meta-countdown-7pm |archive-date=July 5, 2023 |access-date=July 5, 2023 |work=The Verge}} and Threads officially launched in one hundred countries.{{Cite news |last=Milmo |first=Dan |date=2023-07-06 |title=Threads app: Instagram owner launches Twitter rival in 100 countries |language=en-GB |newspaper=The Guardian|location=London |url=https://www.theguardian.com/technology/2023/jul/06/meta-launches-twitter-rival-threads-in-100-countries |url-status=live |access-date=2023-07-06 |archive-url=https://web.archive.org/web/20230705233336/https://www.theguardian.com/technology/2023/jul/06/meta-launches-twitter-rival-threads-in-100-countries |archive-date=July 5, 2023 |issn=0261-3077}} Meta Platforms was at the time awaiting regulatory clarification from the European Commission due to concerns and uncertainties regarding the service's data collection policies.{{Cite news |last=Milmo |first=Dan |date=July 5, 2023 |title=Meta delays EU launch of Twitter rival Threads amid uncertainty over personal data use |url=https://www.theguardian.com/media/2023/jul/05/meta-delays-eu-launch-of-twitter-rival-threads-amid-uncertainty-over-personal-data-use |newspaper=The Guardian|location=London |url-status=live |access-date=July 5, 2023 |archive-url=https://web.archive.org/web/20230705132651/https://www.theguardian.com/media/2023/jul/05/meta-delays-eu-launch-of-twitter-rival-threads-amid-uncertainty-over-personal-data-use |archive-date=July 5, 2023 |issn=0261-3077}} According to Mosseri, the original name was considered to be Textagram, with the runner-up name being Epigram.{{cite web | url=https://www.threads.net/@mosseri/post/C0mMcrMLWKu | title=Threads | access-date=January 29, 2024 | archive-date=January 29, 2024 | archive-url=https://web.archive.org/web/20240129192726/https://www.threads.net/@mosseri/post/C0mMcrMLWKu | url-status=live }}

= Launch =

Within a day of its launch, Threads garnered thirty million users, surpassing the previous record set by ChatGPT and making it the fastest-growing platform in history. The early active user numbers of the platform was not sustained at the time, and the user base of the app plummeted more than 80% to 8 million daily active users by the end of July 2023.{{Cite web|first=Gabriel|date=August 4, 2023|last=Rivera|title=Threads' user base has plummeted more than 80%. Meta's app ended July with just 8 million daily active users|url=https://www.businessinsider.com/threads-meta-app-decrease-daily-active-users-mark-zuckerberg-2023-8|access-date=2023-08-18|work=Business Insider|language=en-US|archive-date=August 4, 2023|archive-url=https://web.archive.org/web/20230804203501/https://www.businessinsider.com/threads-meta-app-decrease-daily-active-users-mark-zuckerberg-2023-8|url-status=live}}{{Cite news |last=Leslie |first=Ian |date=2023-08-19 |title=A collective action problem is working to X's benefit |work=Financial Times |url=https://www.ft.com/content/7d65a0f9-9448-4c9c-a103-8b250d2c4ffd |access-date=2023-08-21 |archive-date=August 21, 2023 |archive-url=https://web.archive.org/web/20230821055507/https://www.ft.com/content/7d65a0f9-9448-4c9c-a103-8b250d2c4ffd |url-status=live }}{{Cite web |date=2023-08-04 |title=Threads traffic continues to spiral, now down 82% just a month after launch |url=https://fortune.com/2023/08/04/threads-traffic-spiral-down-82-percent-launch-month-mark-zuckerberg/ |work=Fortune |access-date=2023-08-18 |language=en-US |archive-date=August 4, 2023 |archive-url=https://web.archive.org/web/20230804162155/https://fortune.com/2023/08/04/threads-traffic-spiral-down-82-percent-launch-month-mark-zuckerberg/ |url-status=live }}

On the same day, lawyers representing Twitter threatened legal action against Meta Platforms, alleging that the company had used trade secrets to develop the Threads app. After the launch, Mark Zuckerberg broke his eleven-year silence on Twitter. He posted a Spider-Man meme to signify the similarity between Twitter and Threads.{{Cite web |last=Sharma |first=Karan |date=2023-07-06 |title=Mark Zuckerberg Breaks Twitter Silence with Playful Jab At Elon Musk In First Tweet In 11 Years |url=https://in.mashable.com/tech/55800/mark-zuckerberg-breaks-twitter-silence-with-playful-jab-at-elon-musk-in-first-tweet-in-11-years |access-date=2023-10-30 |website=Mashable India |language=en-in |archive-date=October 30, 2023 |archive-url=https://web.archive.org/web/20231030025824/https://in.mashable.com/tech/55800/mark-zuckerberg-breaks-twitter-silence-with-playful-jab-at-elon-musk-in-first-tweet-in-11-years |url-status=live }}

On August 22, 2023, Meta launched the web version of the Threads app.{{Cite news |last=Farah |first=Hibaq |date=2023-08-22 |title=Meta launches web version of flagging Threads app |language=en-GB |work=The Guardian |url=https://www.theguardian.com/technology/2023/aug/22/meta-launches-web-version-of-flagging-threads-app |access-date=2023-08-24 |issn=0261-3077 |archive-date=October 13, 2023 |archive-url=https://web.archive.org/web/20231013190329/https://www.theguardian.com/technology/2023/aug/22/meta-launches-web-version-of-flagging-threads-app |url-status=live }}

On December 14, 2023, Threads was launched in the European Union after a five-month delay due to privacy concerns raised by regulatory firms and the tight integration between Threads and Instagram accounts.

Meta announced that from April 29, 2024, Threads will be temporarily shut down in Turkey. This was due to local rulings on its data-sharing with Instagram.{{Cite web |last=Sawers |first=Paul |date=2024-04-15 |title=Meta to close Threads in Turkey to comply with injunction prohibiting data sharing with Instagram |url=https://techcrunch.com/2024/04/15/meta-to-close-threads-in-turkey-to-comply-with-injunction-prohibiting-data-sharing-with-instagram/ |access-date=2024-04-26 |website=TechCrunch |language=en-US |archive-date=May 5, 2024 |archive-url=https://web.archive.org/web/20240505141013/https://techcrunch.com/2024/04/15/meta-to-close-threads-in-turkey-to-comply-with-injunction-prohibiting-data-sharing-with-instagram/ |url-status=live }}{{Cite web |date=2024-04-15 |title=We Will Temporarily Shut Down Threads in Türkiye |url=https://about.fb.com/news/2024/04/we-will-temporarily-shut-down-threads-in-turkiye/ |access-date=2024-04-26 |website=Meta |language=en-US |archive-date=May 5, 2024 |archive-url=https://web.archive.org/web/20240505133921/https://about.fb.com/news/2024/04/we-will-temporarily-shut-down-threads-in-turkiye/ |url-status=live }}

Appearance and features

Designed as a platform for real-time conversations and sharing, Threads aims to provide users with a similar experience to Twitter. Threads prioritizes public dialogues over private communications, commonly known as microblogging, and is closely linked to Instagram, its sister social networking service. Accompanied by the launch of Threads, Meta announced their vision for the app to be a "positive and creative space to express your ideas".{{Cite web |date=2023-07-05 |title=Introducing Threads: A New Way to Share With Text |url=https://about.fb.com/news/2023/07/introducing-threads-new-app-text-sharing/ |access-date=2023-08-24 |website=Meta |language=en-US |archive-date=October 13, 2023 |archive-url=https://web.archive.org/web/20231013132516/https://about.fb.com/news/2023/07/introducing-threads-new-app-text-sharing/ |url-status=live }} Users can create posts consisting of up to 500 characters of text or 5 minutes of video content (compared to Twitter's 280 characters of text and 2 minutes 20 seconds of video content for non-paying users).{{Cite news |last=McCallum |first=Shiona |date=2023-07-10 |title=Threads app signs up 100m users in less than a week |language=en-GB |work=BBC News |url=https://www.bbc.com/news/technology-66153244 |access-date=2023-07-11 |archive-date=July 10, 2023 |archive-url=https://web.archive.org/web/20230710184648/https://www.bbc.com/news/technology-66153244 |url-status=live }} However, Threads lacks other common social media features, such as trending stories, and direct messaging.

In response to user feedback,{{cite news |title=Meta plans feed for Threads after users complain |work=BBC News |date=July 10, 2023 |url=https://www.bbc.com/news/technology-66155433 |access-date=12 July 2023 |archive-date=September 12, 2023 |archive-url=https://web.archive.org/web/20230912082241/https://www.bbc.com/news/technology-66155433 |url-status=live }} Threads introduced a new home feed for posts along with several updates to the social media app.{{Cite web |last=Peters |first=Jay |date=2023-07-25 |title=Threads is rolling out its Following feed |url=https://www.theverge.com/2023/7/25/23806982/threads-instagram-following-feed-launch |access-date=2024-01-10 |website=The Verge |language=en |archive-date=January 10, 2024 |archive-url=https://web.archive.org/web/20240110023752/https://www.theverge.com/2023/7/25/23806982/threads-instagram-following-feed-launch |url-status=live }} These changes included the capability to edit posts,{{Cite web |last=Holt |first=Kris |date=2023-10-12 |title=Threads gets an edit button, no subscription required |url=https://www.engadget.com/threads-is-rolling-out-an-edit-button-that-you-dont-have-to-pay-for-180341726.html |access-date=2024-01-10 |website=Engadget |language=en-US |archive-date=January 10, 2024 |archive-url=https://web.archive.org/web/20240110023753/https://www.engadget.com/threads-is-rolling-out-an-edit-button-that-you-dont-have-to-pay-for-180341726.html |url-status=live }} translation into multiple languages,{{Cite web |last=Hatmaker |first=Taylor |date=2023-07-18 |title=Threads update adds translation and a flurry of minor improvements |url=https://techcrunch.com/2023/07/18/metas-threads-update-adds-translation-and-a-flurry-of-minor-improvements/ |access-date=2024-01-10 |website=TechCrunch |language=en-US |archive-date=January 10, 2024 |archive-url=https://web.archive.org/web/20240110023755/https://techcrunch.com/2023/07/18/metas-threads-update-adds-translation-and-a-flurry-of-minor-improvements/ |url-status=live }} and an improved user interface for switching between different Threads accounts.{{Cite web |last=Mehta |first=Ivan |date=2023-09-22 |title=Threads adds easy profile switching to its mobile apps |url=https://techcrunch.com/2023/09/22/threads-adds-easy-profile-switching-to-its-mobile-apps/ |access-date=2024-01-10 |website=TechCrunch |language=en-US |archive-date=January 10, 2024 |archive-url=https://web.archive.org/web/20240110023752/https://techcrunch.com/2023/09/22/threads-adds-easy-profile-switching-to-its-mobile-apps/ |url-status=live }}

Threads has also introduced a reposting feature which is visible on each users' profile tab and in their following feed.{{Cite web |last=Hines |first=Kristi |date=2023-08-17 |title=Threads Adds Reposts To Profiles And Following Feed |url=https://www.searchenginejournal.com/threads-adds-reposts-to-profiles-and-following-feed/494129/ |access-date=2023-08-21 |website=Search Engine Journal |language=en |archive-date=August 21, 2023 |archive-url=https://web.archive.org/web/20230821003057/https://www.searchenginejournal.com/threads-adds-reposts-to-profiles-and-following-feed/494129/ |url-status=live }}

Threads has the same community guidelines as Instagram,{{cite web |url=https://help.instagram.com/769983657850450 |title=Threads Terms of Use |website=Instagram |date=22 June 2023 |access-date=July 12, 2023 |archive-date=October 17, 2023 |archive-url=https://web.archive.org/web/20231017234340/https://help.instagram.com/769983657850450 |url-status=live }} banning content such as nudity, sexual intercourse, and recreational drugs.

Originally accessed through the URL "threads.net", Threads uses the URL "threads.com" as of April 25, 2025, with the original URL redirecting to the current one.{{Cite web |last=Roth |first=Emma |date=2025-04-24 |title=Threads' web app is moving from .net to .com |url=https://www.theverge.com/news/655510/threads-com-web-app-domain |access-date=2025-04-25 |website=The Verge |language=en-US}}

= ActivityPub support =

At launch in July 2023, Meta stated that Threads would eventually support the ActivityPub protocol.{{cite web |last1=Ivan |first1=Mehta |title=Adam Mosseri says Meta's Threads app won't have ActivityPub support at launch |url=https://techcrunch.com/2023/07/05/adam-mosseri-says-metas-threads-app-wont-have-activitypub-support-at-launch/ |website=TechCrunch |date=July 5, 2023 |access-date=18 December 2023 |archive-date=July 8, 2023 |archive-url=https://web.archive.org/web/20230708125744/https://techcrunch.com/2023/07/05/adam-mosseri-says-metas-threads-app-wont-have-activitypub-support-at-launch/ |url-status=live }}

Starting in early 2024, Meta implemented a few aspects of ActivityPub in Threads, starting with making posts from select Threads accounts accessible by users of ActivityPub platforms. Meta team members said that they would continue this process and support more ActivityPub integration (as possibly only an 'opt-in' feature), taking "the better part of a year".{{cite web |last1=Peters |first1=Jay |title=Adam Mosseri spells out Threads' plans for the fediverse |url=https://www.theverge.com/2023/12/15/24003435/adam-mosseri-threads-fediverse-plans |website=The Verge |date=December 15, 2023 |access-date=18 December 2023 |archive-date=December 18, 2023 |archive-url=https://web.archive.org/web/20231218204511/https://www.theverge.com/2023/12/15/24003435/adam-mosseri-threads-fediverse-plans |url-status=live }}

On March 21, 2024, Threads introduced a "beta" feature which allowed Threads users whose accounts were public to make them visible on the fediverse, and to see the number of "likes" they had received, but not be notified of boosts or replies.{{cite web |last1=Forristal |first1=Lauren |title=Threads opens beta to let users connect their accounts to the fediverse |url=https://techcrunch.com/2024/03/21/threads-opens-beta-to-let-users-connect-their-accounts-to-the-fediverse/ |website=TechCrunch |date=March 21, 2024 |access-date=22 March 2024 |archive-date=March 22, 2024 |archive-url=https://web.archive.org/web/20240322021752/https://techcrunch.com/2024/03/21/threads-opens-beta-to-let-users-connect-their-accounts-to-the-fediverse/ |url-status=live }} Except for countries that are a part of the European Union, Meta rolled out the connection to the fediverse in June 2024.{{cite web |url=https://www.threads.net/@zuck/post/C8pQC2Ap_7w?xmt=AQGzWh7XM9LLgpsAw6fBjh2obWuv_D66EQPaIonCLtJkhg |publisher=Meta |title=threads post of zuck - Mark Zuckerberg |access-date=2024-09-13}}

As of December 2024, users from the fediverse can follow Threads accounts, and Threads users can follow users in the fediverse outside of Threads.{{cite web |url=https://www.threads.net/@pcottle/post/DDKj2mdxwU4 |title=Threads |access-date=December 12, 2024 |archive-date=December 15, 2024 |archive-url=https://web.archive.org/web/20241215162257/https://www.threads.net/@pcottle/post/DDKj2mdxwU4 |url-status=live}}

== Fedipact ==

The Anti-Meta Fedipact (or just Fedipact) is a pledge signed by various administrators of fediverse instances regarding the moderation of content originating from Threads.{{Cite web |date=July 19, 2023 |title=Fear, loathing, and excitement as Threads adopts open standard used by Mastodon |url=https://arstechnica.com/tech-policy/2023/07/fear-loathing-and-excitement-as-threads-adopts-open-standard-used-by-mastodon/ |website=Ars Technica}}{{Cite web |author1=Katie Wickens |date=July 7, 2023 |title=Threads threatens to muscle in on Mastodon's Fediverse and admins are up in arms about it |url=https://www.pcgamer.com/threads-threatens-to-muscle-in-on-mastodons-fediverse-and-admins-are-up-in-arms-about-it/ |work=PC Gamer |via=www.pcgamer.com}} Signatories believe that Meta will employ an "embrace, extend, and extinguish" strategy and become an existential threat to the fediverse, with many criticizing Meta's moderation practices.{{Cite web |date=July 10, 2023 |title=Meta plans feed for Threads after users complain |url=https://www.bbc.co.uk/news/technology-66155433.amp |website=BBC News}} These administrators have pledged to unconditionally defederate (i.e. block all communications) with Threads, making it impossible for their users to see and interact with content that is hosted on Threads and vice versa. While the majority of registered instances host relatively few users, the official developer-run instances of Pixelfed have also signed onto the pledge.{{Cite web |title=FediDB, Fediverse Network Statistics |url=https://fedidb.org/current-events/anti-meta-fedi-pact |access-date=2025-01-18 |website=fedidb.org |language=en}}

Co-creator of the Markdown markup language and technology blogger John Gruber criticized the pledge, commenting that "Any instance that defederates the upcoming Instagram instance is just going to isolate itself. It’ll be an island of misfit loser zealots".{{Cite journal |last=Theophilos |first=Jamie A. |date=2024-10-01 |title=Closing the Door to Remain Open: The Politics of Openness and the Practices of Strategic Closure in the Fediverse |journal=Social Media + Society |language=en |volume=10 |issue=4 |pages=20563051241308323 |doi=10.1177/20563051241308323 |issn=2056-3051|doi-access=free }} The "misfit loser zealots" portion of the quote in particular has been adopted by supporters of the pledge to ironically describe themselves.

= Account integration with Instagram =

Threads accounts are closely integrated with Instagram accounts. By default, Threads and Instagram accounts share the same username, profile picture, and display name, although the profile picture and display name can be customized.

Users can choose which accounts that they follow on Instagram will carry over to Threads, either with the other person's Threads account already created or set to automatically follow them once an account is created.{{Cite web |last=Yang |first=Angela |date=2023-07-06 |title=Instagram Threads is live, threatening Twitter's reign: What to know about the new Meta app |url=https://www.nbcnews.com/tech/internet/instagram-threads-meta-twitter-competitor-what-to-know-rcna92689 |access-date=2023-07-11 |website=NBC News |language=en |archive-date=July 8, 2023 |archive-url=https://web.archive.org/web/20230708085620/https://www.nbcnews.com/tech/internet/instagram-threads-meta-twitter-competitor-what-to-know-rcna92689 |url-status=live }}

Users who decided to terminate their Threads account had to delete their associated Instagram account as well. This caused EU countries to delay making Threads available there.{{Cite web |date=2023-07-06 |title=People are realising something really worrying about Threads |url=https://www.independent.co.uk/tech/instagram-threads-delete-account-meta-twitter-b2370698.html |url-status=live |archive-url=https://web.archive.org/web/20230706184817/https://www.independent.co.uk/tech/instagram-threads-delete-account-meta-twitter-b2370698.html |archive-date=July 6, 2023 |access-date=2023-07-06 |website=The Independent |language=en}} This led users who disliked Threads to warn other Instagram users not to open an account on Threads, because they could risk losing their Instagram account as well if they ever wanted to delete Threads.{{cite news |last1=Xiang |first1=Chloe |title=Threads' Instagram 'Trap' Shows Why Facebook Should Have Been Broken Up Years Ago |url=https://www.vice.com/en/article/threads-instagram-trap-shows-why-facebook-should-have-been-broken-up-years-ago/ |work=VICE |date=6 July 2023}}

As of December 2023, this was no longer the case; users can delete or temporarily disable their Threads account without affecting their Instagram account.

= Advertising =

Threads does not currently contain ads; however, ads are planned to be implemented in the future. Meta CEO Mark Zuckerberg stated that monetization would not take place until the app had "hundreds of millions" of users.{{Cite web |last=Heath |first=Alex |date=2023-07-26 |title=Mark Zuckerberg thinks Threads could be Meta's next social network with 1 billion users |url=https://www.theverge.com/2023/7/26/23809080/mark-zuckerberg-meta-q2-earnings-threads-one-billion-users |access-date=2023-07-27 |website=The Verge |language=en-US |archive-date=October 13, 2023 |archive-url=https://web.archive.org/web/20231013162226/https://www.theverge.com/2023/7/26/23809080/mark-zuckerberg-meta-q2-earnings-threads-one-billion-users |url-status=live }}

Userbase

After its launch, Threads grew rapidly, reaching 100 million users after five days.{{Cite web |last=Peters |first=Jay |date=2023-07-10 |title=Instagram's Threads surpasses 100 million users |url=https://www.theverge.com/2023/7/10/23787453/meta-instagram-threads-100-million-users-milestone |access-date=2023-07-10 |website=The Verge |language=en-US |archive-date=July 10, 2023 |archive-url=https://web.archive.org/web/20230710102414/https://www.theverge.com/2023/7/10/23787453/meta-instagram-threads-100-million-users-milestone |url-status=live }}{{Cite web |last=Ray |first=Siladitya |title=Threads Now Fastest-Growing App In History—With 100 Million Users In Just Five Days |url=https://www.forbes.com/sites/siladityaray/2023/07/10/with-100-million-users-in-five-days-threads-is-the-fastest-growing-app-in-history/ |access-date=2023-07-10 |website=Forbes |language=en |archive-date=July 10, 2023 |archive-url=https://web.archive.org/web/20230710164204/https://www.forbes.com/sites/siladityaray/2023/07/10/with-100-million-users-in-five-days-threads-is-the-fastest-growing-app-in-history/ |url-status=live }} Third-party observers claim that the number of daily active users has dropped by 20% after the initial five days,{{Cite web |last=Field |first=Hayden |date=2023-07-13 |title=Meta Threads engagement has dropped off since red-hot debut, tracking firms say |url=https://www.cnbc.com/2023/07/13/meta-threads-engagement-has-dropped-off-sensor-tower-similarweb.html |access-date=2023-07-14 |website=CNBC |language=en |archive-date=October 17, 2023 |archive-url=https://web.archive.org/web/20231017114841/https://www.cnbc.com/2023/07/13/meta-threads-engagement-has-dropped-off-sensor-tower-similarweb.html |url-status=live }} and that there has been a 50% reduction in user engagement.{{Cite web |date=2023-07-14 |title=Threads engagement plunges while Twitter launches revenue-sharing model |url=https://www.proactiveinvestors.co.uk/companies/news/1020733/threads-engagement-plunges-while-twitter-launches-revenue-sharing-model-1020733.html |access-date=2023-07-14 |website=Proactiveinvestors UK |language=en |archive-date=March 22, 2024 |archive-url=https://web.archive.org/web/20240322092056/https://www.proactiveinvestors.co.uk/companies/news/1020733/threads-engagement-plunges-while-twitter-launches-revenue-sharing-model-1020733.html |url-status=live }} Moreover, the average time spent on the app is said to have decreased from the July 6 peak of around twenty minutes per user to eight minutes on July 10, four minutes on July 21, and just under three minutes on August 1.{{Cite web |last=Skipworth |first=William |title=Threads' User Engagement Plummets After Explosive Start |url=https://www.forbes.com/sites/willskipworth/2023/07/21/threads-user-engagement-reportedly-plummets-after-explosive-start/ |access-date=2023-07-22 |website=Forbes |language=en |archive-date=September 13, 2023 |archive-url=https://web.archive.org/web/20230913200401/https://www.forbes.com/sites/willskipworth/2023/07/21/threads-user-engagement-reportedly-plummets-after-explosive-start/ |url-status=live }}{{Cite web |last=Ver Meer |first=Dave |date=2023-08-03 |title=Threads User Count: Latest Numbers & Records Broken |url=https://www.namepepper.com/threads-users |access-date=2023-08-04 |website=NamePepper |language=en |archive-date=August 14, 2023 |archive-url=https://web.archive.org/web/20230814205534/https://www.namepepper.com/threads-users |url-status=live }}

{{Aligned table

| class = wikitable

| style=text-align:center;font-size:90%;

| cols=11

| col1header=y

|Users (millions) |2 |5 |10|20 |30 |70|90|100|200 |275

|Time since launch |2 hours|4h|7h|12h|16h|2d|4d|5d |393d|486d

|References |{{Cite news |last=Isaac |first=Mike |date=2023-07-06 |title=Threads Becomes Most Rapidly Downloaded App, Raising Twitter's Ire |language=en-US |work=The New York Times |url=https://www.nytimes.com/2023/07/06/technology/threads-downloads-twitter.html |access-date=2023-07-07 |issn=0362-4331 |archive-date=July 6, 2023 |archive-url=https://web.archive.org/web/20230706194529/https://www.nytimes.com/2023/07/06/technology/threads-downloads-twitter.html |url-status=live }}||{{Cite web |last=Ray |first=Siladitya |title=Zuckerberg Says Threads Crossed 10 Million Signups In First Seven Hours As Musk Rails Against Instagram |url=https://www.forbes.com/sites/siladityaray/2023/07/06/zuckerberg-says-threads-crossed-5-million-signups-in-first-four-hours-as-musk-rails-against-instagram/ |access-date=2023-07-09 |website=Forbes |language=en |archive-date=July 9, 2023 |archive-url=https://web.archive.org/web/20230709004326/https://www.forbes.com/sites/siladityaray/2023/07/06/zuckerberg-says-threads-crossed-5-million-signups-in-first-four-hours-as-musk-rails-against-instagram/ |url-status=live }}|{{Cite web |last=Schoon |first=Ben |date=2023-07-06 |title=Meta's Threads passed 20 million users within 12 hours, and it's not slowing down |url=https://9to5google.com/2023/07/06/meta-threads-20-million-users/ |access-date=2023-07-09 |website=9to5Google |language=en-US |archive-date=July 6, 2023 |archive-url=https://web.archive.org/web/20230706131346/https://9to5google.com/2023/07/06/meta-threads-20-million-users/ |url-status=live }}||{{Cite web |date=2023-07-07 |title=Zuckerberg claims tens of millions of Threads signups within days of launch - CBS News |url=https://www.cbsnews.com/news/threads-zuckerberg-millions-of-signups-within-days/ |access-date=2023-07-09 |website=www.cbsnews.com |language=en-US |archive-date=July 9, 2023 |archive-url=https://web.archive.org/web/20230709004326/https://www.cbsnews.com/news/threads-zuckerberg-millions-of-signups-within-days/ |url-status=live }}|||{{cite web|url=https://www.pcmag.com/news/metas-threads-continues-to-pick-up-steam-crosses-200-million-users|title=Meta's Threads Continues to Pick Up Steam, Crosses 200 Million Users|work=PC Magazine|first=Michael|last=Kan|date=2024-08-02|access-date=October 30, 2024|archive-date=November 26, 2024|archive-url=https://web.archive.org/web/20241126184142/https://www.pcmag.com/news/metas-threads-continues-to-pick-up-steam-crosses-200-million-users|url-status=live}}|{{cite web|url=https://www.nbcnews.com/tech/tech-news/x-sees-largest-user-exodus-musk-takeover-rcna179793|title=X sees largest user exodus since Musk takeover|publisher=CNBC|first1=Kat|last1=Tenbarge|first2=Kevin|last2=Collier|date=2024-11-13|access-date=November 14, 2024|archive-date=November 14, 2024|archive-url=https://web.archive.org/web/20241114015643/https://www.nbcnews.com/tech/tech-news/x-sees-largest-user-exodus-musk-takeover-rcna179793|url-status=live}}{{cite web|url=https://www.threads.net/@mosseri/post/DB6zNlQSsJN|title=Yesterday we crossed 275M monthly active users on @Threads.|first=Adam|last=Mosseri|website=Threads|publisher=@mosseri|date=2024-08-01|access-date=November 14, 2024|archive-date=November 14, 2024|archive-url=https://web.archive.org/web/20241114010609/https://www.threads.net/@mosseri/post/DB6zNlQSsJN|url-status=live}}

}}

= Decline in the months after launch =

Meta's Threads was launched in July 2023 as a direct competitor to Twitter, now rebranded as X. Within its first year, Threads amassed approximately 275 million monthly active users, indicating significant growth and user interest.{{Cite web |last=Davis |first=Wes |date=2024-07-05 |title=Meta's Threads is thriving one year in, but X is still in the fight |url=https://www.theverge.com/2024/7/5/24191804/meta-threads-x-twitter-one-year-vs?utm_source=chatgpt.com |access-date=2025-04-02 |website=The Verge |language=en-US}}

Despite this rapid expansion, Threads has yet to achieve the cultural impact that Twitter once held. While Threads offers a user-friendly environment and maintains a safer space for brands and creators, it lacks the dynamic and sometimes chaotic energy that characterized Twitter's earlier years.{{Cite web |last=Pierce |first=David |date=2024-12-18 |title=Social networks in 2024: bless this mess |url=https://www.theverge.com/24314116/bluesky-threads-2024-social-media-networks-fediverse-twitter-x?utm_source=chatgpt.com |access-date=2025-04-02 |website=The Verge |language=en-US}}

In response to the emergence of Threads and other alternatives, X has implemented various changes to retain its user base. These include policy shifts and feature enhancements aimed at improving user engagement and satisfaction. The competition between Threads and X highlights the evolving landscape of social media platforms, with users and brands exploring multiple avenues to connect and communicate.{{Cite web |last=Truman |first=Isabelle |date=2024-12-10 |title=As brands and creators seek out X alternatives, who wins? |url=https://www.voguebusiness.com/story/technology/as-brands-and-creators-seek-out-x-alternatives-who-wins?utm_source=chatgpt.com |access-date=2025-04-02 |website=Vogue Business |language=en-US}}

When Threads reached about 105 million users on July 11, 2023, Meta stopped disclosing its numbers of users.{{Cite web|url=https://www.quiverquant.com/threadstracker/|title=Threads User Count Tracker|website=Quiver Quantitative|access-date=January 17, 2024|archive-date=January 4, 2024|archive-url=https://web.archive.org/web/20240104061631/https://www.quiverquant.com/threadstracker/|url-status=live}} Despite the initial growth in sign-ups, the number of daily active users on the platform fell by 70% by July 17, down from its peak on July 7.{{Cite news |last=Choo |first=Lindsey |title=Threads Is Already Losing Its Allure for Users, Adding Urgency for New Features |url=https://www.wsj.com/articles/threads-user-engagement-continues-to-drop-adding-urgency-for-new-features-8ed2f384 |access-date=2023-07-25 |newspaper=Wall Street Journal |date=July 21, 2023 |language=en-US |archive-date=September 20, 2023 |archive-url=https://web.archive.org/web/20230920000122/https://www.wsj.com/articles/threads-user-engagement-continues-to-drop-adding-urgency-for-new-features-8ed2f384 |url-status=live }} On August 3, 2023, CNN wrote that Threads was facing challenges in retaining users and was considering the addition of "retention-driving hooks".{{Cite web |last=Fung |first=Brian |date=2023-08-03 |title=Threads user count falls to new lows, highlighting retention challenges {{!}} CNN Business |url=https://www.cnn.com/2023/08/03/tech/threads-user-count-falls/index.html |access-date=2023-08-06 |website=CNN |language=en |archive-date=October 16, 2023 |archive-url=https://web.archive.org/web/20231016172340/https://www.cnn.com/2023/08/03/tech/threads-user-count-falls/index.html |url-status=live }} By mid-August, the daily number of users on Threads had fallen by over 80%. The number of daily Android users had also fallen by 79% from 49.3 million to 10.3 million.{{Cite web |title=Threads app usage plummets despite initial promise as refuge from Twitter {{!}} Threads {{!}} The Guardian |url=https://www.theguardian.com/technology/2023/aug/14/threads-app-slump-daily-active-users-twitter-competition |access-date=2023-08-18 |website=amp.theguardian.com |date=August 14, 2023 |archive-date=October 13, 2023 |archive-url=https://web.archive.org/web/20231013190415/https://amp.theguardian.com/technology/2023/aug/14/threads-app-slump-daily-active-users-twitter-competition |url-status=live }}{{Cite news |last=Carr |first=David F. |date=2023-08-10 |title=Threads App Usage Down 79% After a Month |work=Similarweb |url=https://www.similarweb.com/blog/insights/social-media-news/threads-first-month/ |access-date=2023-08-18 |archive-date=August 15, 2023 |archive-url=https://web.archive.org/web/20230815055950/https://www.similarweb.com/blog/insights/social-media-news/threads-first-month/ |url-status=live }} Meta CEO Mark Zuckerberg claims that the eventual decrease in users was 'normal', and said he anticipated retention to improve as new features were added to the platform.{{Cite news |last=Singleton |first=Tom |date=2023-07-28 |title=Mark Zuckerberg: Threads users down by more than a half |language=en-GB |work=BBC News |url=https://www.bbc.com/news/technology-66336058 |access-date=2023-08-24 |archive-date=September 21, 2023 |archive-url=https://web.archive.org/web/20230921100459/https://www.bbc.com/news/technology-66336058 |url-status=live }} Threads initially attracted users migrating from Twitter, but retaining those early enthusiasts may be questionable. Although some initial migration barriers might be short-lived, the enduring appeal of established platforms like Twitter poses a significant challenge.{{cite arXiv |last1=Jeong |first1=Ujun |title=User Migration across Multiple Social Media Platforms |date=2023-09-22 |eprint=2309.12613 |last2=Nirmal |first2=Ayushi |last3=Jha |first3=Kritshekhar |last4=Tang |first4=Xu |last5=Bernard |first5=H. Russell |last6=Liu |first6=Huan|class=cs.SI }}

In November 2023, Similarweb estimated that Threads received 49.4 million desktop visits globally for the month, roughly 100 times less than X's 5.9 billion visits. Compared to October 2023, global desktop traffic and Android mobile app usage for X were down 4% and 2%, respectively. Threads' global desktop traffic held flat, but its Android mobile app usage was up 12.8% for the month. In the United States, X's mobile apps had more than eleven times the monthly active users in November 2023 compared to Threads.{{Cite web |last=Guaglione |first=Sara |date=2023-12-05 |title=News publishers hesitate to commit to investing more into Threads next year despite growing engagement |url=https://digiday.com/media/news-publishers-hesitate-to-commit-to-investing-more-into-threads-next-year-despite-growing-engagement/ |archive-url=https://web.archive.org/web/20231205135223/https://digiday.com/media/news-publishers-hesitate-to-commit-to-investing-more-into-threads-next-year-despite-growing-engagement/ |archive-date=2023-12-05 |access-date=2023-12-06 |website=Digiday |language=en-US}} On July 3, 2024, Zuckerberg stated that Threads had over 175 million monthly active users.{{cite web |last1=Zuckerberg |first1=Mark |title=Threads now has more than 175M monthly actives. What a year. |url=https://www.threads.net/@zuck/post/C89oeSORn81 |website=Threads |publisher=@zuck |date=3 July 2024 |access-date=7 July 2024 |archive-date=July 7, 2024 |archive-url=https://web.archive.org/web/20240707124747/https://www.threads.net/@zuck/post/C89oeSORn81 |url-status=live }} On August 1, 2024, Instagram head Adam Mosseri stated that Threads had crossed the milestone of 200 million users.{{cite web|url=https://www.threads.net/@mosseri/post/C-I-3ynvHmq|title=I'm excited to share that we crossed the 200M milestone on @threads|first=Adam|last=Mosseri|website=Threads|publisher=@mosseri|date=2024-08-01|access-date=October 30, 2024|archive-date=December 8, 2024|archive-url=https://web.archive.org/web/20241208165639/https://www.threads.net/@mosseri/post/C-I-3ynvHmq|url-status=live}} On November 3, 2024, Mosseri announced that Threads had surpassed 275 million users during the previous day.

= Popularity in Taiwan =

Early on, Threads was able to gain a large number of users in Taiwan because Twitter was rarely used there; however, many users became less active after satisfying their initial curiosity. The 2024 Taiwanese presidential election attracted a new wave of users specifically interested in politics. Supporters of the ruling Democratic Progressive Party (DPP) reported that their messages on Threads were reposted and promoted at a higher rate compared to Facebook, Instagram, or Twitter. This prompted other users, including those who had previously left the platform, to join in on the political conversations there.{{Cite web|url=https://www.technologyreview.com/2024/04/02/1090518/threads-taiwan-election-politics-popular/|title=Why Threads is suddenly popular in Taiwan|website=MIT Technology Review|access-date=July 13, 2024|archive-date=May 24, 2024|archive-url=https://web.archive.org/web/20240524205628/https://www.technologyreview.com/2024/04/02/1090518/threads-taiwan-election-politics-popular/|url-status=live}} Threads was used to great effect by DPP supporters to protest against 2024 reforms, proposed by the opposition Kuomintang and Taiwan People's Party, that would grant the Legislative Yuan more oversight over the executive branch. It is also popular among Taiwanese independence activists and critics of China-friendly politicians.{{Cite web|url=https://restofworld.org/2024/instagram-threads-app-taiwan-protests/|title=Who's actually using Threads? Young protesters in Taiwan|date=May 24, 2024|website=Rest of World|access-date=July 13, 2024|archive-date=July 13, 2024|archive-url=https://web.archive.org/web/20240713195842/https://restofworld.org/2024/instagram-threads-app-taiwan-protests/|url-status=live}}

Reception

Before its launch, Threads was widely anticipated to be the "Twitter Killer" app.

Data collection policies of Threads have received criticism from experts concerned about their vast scope and previous controversies at Meta related to its handling of user data.{{Cite news |last=Bhuiyan |first=Johana |date=2023-07-11 |title=As Threads app thrives, experts warn of Meta's string of privacy violations |language=en-GB |work=The Guardian |url=https://www.theguardian.com/technology/2023/jul/11/threads-app-privacy-user-data-meta-policy |access-date=2023-07-14 |issn=0261-3077 |archive-date=October 16, 2023 |archive-url=https://web.archive.org/web/20231016090246/https://www.theguardian.com/technology/2023/jul/11/threads-app-privacy-user-data-meta-policy |url-status=live }}{{Cite web |title=The Demise of Threads: What Went Wrong? |url=https://www.ocoya.com/blog/demise-of-threads |access-date=2024-08-20 |website=www.ocoya.com |language=en}}

On July 6, 2023, Vice reported criticism around Threads account deletion policy, which at the time did not allow Threads users to delete their Threads account without also deleting their Instagram accounts. Vice also reported on criticism on Meta's history of copying features from other platforms.

In July 2023, The Wall Street Journal raised concerns about the potential presence of Russian and Chinese government propaganda and disinformation on the platform, due to Threads not labeling state media accounts.{{Cite news |last=Purnell |first=Newley |date=2023-07-26 |title=Meta's Threads Isn't Labeling Propaganda Accounts From Russia, China State Media |language=en-US |work=The Wall Street Journal |url=https://www.wsj.com/articles/metas-threads-isnt-labeling-propaganda-accounts-from-russia-china-state-media-3f4c6cf8 |url-access=subscription |access-date=2023-07-26 |issn=0099-9660 |archive-date=October 17, 2023 |archive-url=https://web.archive.org/web/20231017200830/https://www.wsj.com/articles/metas-threads-isnt-labeling-propaganda-accounts-from-russia-china-state-media-3f4c6cf8 |url-status=live }}

According to Canadian political scientist Kawser Ahmed, Threads is a "hotbed for BlueAnon conspiratorial content".{{cite news |last1=Ahmed |first1=Kawser |title=How conspiracy theories polarize society and provoke violence |url=https://theconversation.com/how-conspiracy-theories-polarize-society-and-provoke-violence-234786 |access-date=November 10, 2024 |work=The Conversation |date=July 18, 2024 |quote=Many might associate conspiracy theories with far-right politics. However, radicalization scholars have observed that “a more conspiratorial mindset has become more pronounced in liberal circles over the last eight months.” Meta’s Threads has become a hotbed for BlueAnon conspiratorial content, demonstrating that conspiracy theories are not confined to any single political spectrum. |archive-date=November 11, 2024 |archive-url=https://web.archive.org/web/20241111010322/https://theconversation.com/how-conspiracy-theories-polarize-society-and-provoke-violence-234786 |url-status=live }}

Legal issues

On the day of Threads' launch, Twitter issued a legal threat against it, claiming that it infringes on Twitter's intellectual property rights. In a letter directed to Meta's CEO, Twitter's lawyer alleged that Meta recruited numerous former Twitter employees who had access to Twitter's trade secrets and confidential information.{{cite web |last=Fung |first=Brian |date=2023-07-06 |title=Twitter threatens to sue Meta after rival app Threads gains traction |url=https://edition.cnn.com/2023/07/06/tech/twitter-meta-threads-legal-threat |access-date=2023-07-10 |website=CNN |archive-date=July 10, 2023 |archive-url=https://web.archive.org/web/20230710012053/https://edition.cnn.com/2023/07/06/tech/twitter-meta-threads-legal-threat |url-status=live }} Meta has denied these allegations, asserting that no former Twitter employees are involved in the Threads engineering team.{{cite web |last=Olson |first=Emily |date=2023-07-07 |title=Twitter threatens to sue its new rival, Threads, claiming Meta stole trade secrets |url=https://www.npr.org/2023/07/07/1186367564/threads-meta-twitter-lawsuit |access-date=2023-07-09 |publisher=NPR |archive-date=July 10, 2023 |archive-url=https://web.archive.org/web/20230710020812/https://www.npr.org/2023/07/07/1186367564/threads-meta-twitter-lawsuit |url-status=live }} Twitter also asked Meta to honor its robots.txt file and refrain from crawling or scraping its data.{{cite news |last1=O'Brien |first1=Matt |last2=Grantham-Philips |first2=Wyatte |date=July 7, 2023 |title=Clone or competitor? Users and lawyers compare Twitter and Threads |url=https://apnews.com/article/threads-twitter-meta-instagram-lawsuit-cloen-f6e993c4597ce15b60cc38fe602b6ce8 |publisher=Associated Press |access-date=July 12, 2023 |archive-date=October 8, 2023 |archive-url=https://web.archive.org/web/20231008101325/https://apnews.com/article/threads-twitter-meta-instagram-lawsuit-cloen-f6e993c4597ce15b60cc38fe602b6ce8 |url-status=live }}{{cite web |last=Claburn |first=Thomas |date=July 6, 2023 |title=From cage fight to page fight: Twitter threatens to sue Meta after Threads app launch |url=https://www.theregister.com/2023/07/06/twitter_threatens_to_sue_meta/ |website=The Register |access-date=July 12, 2023 |archive-date=October 4, 2023 |archive-url=https://web.archive.org/web/20231004205647/https://www.theregister.com/2023/07/06/twitter_threatens_to_sue_meta/ |url-status=live }} As the owner of X, Elon Musk challenged Meta by alleging theft of "trade secrets". He claimed that Zuckerberg persuaded former workers from X to assist in constructing a "Twitter clone."

Access to Threads is currently blocked in Iran,{{Cite web |date=2023-07-07 |title=Iran Blocks Public Access to Threads App; Raisi's Account Created |url=https://www.voanews.com/a/iran-blocks-public-access-to-threads-app-raisi-s-account-created-/7171860.html |access-date=2023-07-09 |website=VOA |language=en |archive-date=July 8, 2023 |archive-url=https://web.archive.org/web/20230708123152/https://www.voanews.com/a/iran-blocks-public-access-to-threads-app-raisi-s-account-created-/7171860.html |url-status=live }} China{{Cite web |date=2023-07-07 |title=Meta's Threads tops China's App Store despite Great Firewall ban |url=https://www.scmp.com/tech/big-tech/article/3226962/metas-twitter-rival-threads-tops-chinas-app-store-despite-great-firewall-censorship |access-date=2023-07-07 |website=South China Morning Post |language=en |archive-date=July 8, 2023 |archive-url=https://web.archive.org/web/20230708000041/https://www.scmp.com/tech/big-tech/article/3226962/metas-twitter-rival-threads-tops-chinas-app-store-despite-great-firewall-censorship |url-status=live }}{{cite web |last1=Lomas |first1=Natasha |title=Apple pulls WhatsApp, Threads from China App Store following state order |url=https://techcrunch.com/2024/04/19/threads-whatsapp-removed-from-china-app-store/ |website=TechCrunch |date=19 April 2024 |access-date=April 19, 2024 |archive-date=April 19, 2024 |archive-url=https://web.archive.org/web/20240419134108/https://techcrunch.com/2024/04/19/threads-whatsapp-removed-from-china-app-store/ |url-status=live }} and Russia.{{Cite web |date=July 8, 2023 |title=Russia Blocks Meta's Twitter Competitor App – Lawmaker |url=https://www.themoscowtimes.com/2023/07/07/russia-blocks-metas-twitter-competitor-app-lawmaker-a81773 |website=The Moscow Times |access-date=July 14, 2023 |archive-date=July 15, 2023 |archive-url=https://web.archive.org/web/20230715162035/https://www.themoscowtimes.com/2023/07/07/russia-blocks-metas-twitter-competitor-app-lawmaker-a81773 |url-status=live }}

= Threads Software and Meta =

Possessing the "Threads" logo for over a decade, [https://threads.cloud/ Threads Software Limited], a small company in the UK, has warned Meta of future lawsuits about using the name. In an [https://threads.cloud/wp-content/uploads/2023/10/Threads-press-release-FINAL.pdf official press release], the company's managing director, John Yardley, stated: "Taking on a US$150 billion company is not an easy decision for us to make. ... Our business now faces a serious threat from one of the largest technology companies in the world." At the time that Meta's Threads was launched, in July 2023, Threads Software's Facebook account was found to have been "shut down".{{Cite web |date=2023-11-02 |title=Meta faces legal action over Threads name |url=https://www.uscannenbergmedia.com/2023/11/01/meta-faces-legal-action-over-threads-name/ |access-date=2025-02-26 |website=Annenberg Media |language=en}}

Threads Software refused Meta's bid for the "threads.app" domain, asserting it was not for sale. Threads Software Ltd. informed Meta of its request for "an injunction in the UK High Court" unless Meta stopped using the name "Threads". John Yardley, Threads Software's managing director, suggested that Meta intended to absorb the costs of litigation and to leverage ability to postpone the litigation in order to outmaneuver the smaller company.{{Cite web |last=Peet |first=Ellen |date=2024-02-29 |title=Threads Software v. Meta: trademark dispute sends small business into a spin |url=https://trademarklawyermagazine.com/threads-software-v-meta-trademark-dispute-sends-small-business-into-a-spin/ |access-date=2025-02-26 |website=Trademark Lawyer Magazine |language=en-GB}}

= American Threads and Meta =

American Threads, a women's fashion brand, forced Meta to change the name to "@threadsapp" in their Instagram account when Meta's Threads first launched. The dissension faded after the retailer renewed its account username.

Growth and Problems

On July 5, 2023, Meta's Threads was officially opened to the public. The new app was "launched as a competitor to X, formerly known as Twitter." Instagram users can access the new app by logging in to their accounts. Over 100 million people started to use the app within five days.{{Cite web |date=2023-09-07 |title=Threads: The inside story of Meta's newest social app |url=https://engineering.fb.com/2023/09/07/culture/threads-inside-story-metas-newest-social-app/ |access-date=2025-02-26 |website=Engineering at Meta |language=en-US}} Meanwhile, the app is still inaccessible in Europe, waiting for the European Commission to go through "data policies" and give out the "regulatory clearance".

= The declining number of users =

The "fastest-growing platform in the history" faced a rapid decrease in the number of users. Meta's Threads faced the challenge of losing 80% of its users and was criticized by a British content writer for social media agency, Joseph Rudd, for the lack of creators, influencers, and creator analytics.