Meta, the parent company of Facebook and Instagram, has unveiled its new microblogging platform called Threads. The app bears a strong resemblance to Twitter, allowing users to post text, images, and videos, as well as interact with content through likes, shares, and reposts.
While Threads accounts are initially synchronized with Instagram, retaining usernames and followers, one notable feature missing is the ability to send direct messages. However, Meta CEO Mark Zuckerberg has assured users that updates will be introduced in the future.
Threads has been dubbed Meta's “Twitter killer,” aligning with the company's history of incorporating features from successful competitors. For instance, Instagram introduced “stories” in response to Snapchat's popularity, and the short-form video feature “Reels” aimed to challenge TikTok's dominance.
The launch of Threads coincides with controversial decisions made by Twitter owner Elon Musk, including limitations on the number of visible posts.
Threads quickly gained traction, amassing 10 million new users overnight, including prominent celebrities like Jennifer Lopez and Kim Kardashian, as well as numerous corporate brands.
However, due to ongoing regulatory concerns, Threads is not currently available in the European Union (EU). In May, Meta received a €1.2 billion ($1.3 billion) fine from the EU privacy regulator for mishandling user information and was ordered to halt data transfers to the United States.
It remains uncertain whether Threads will eventually be made accessible in the EU.
Meta's entry into the microblogging market with Threads poses a potential threat to Twitter's dominance, especially considering the recent controversies surrounding the platform. The success of Threads' initial user acquisition highlights its appeal and competitive edge in the social media landscape.