Meta, the company that owns Facebook, is set to launch a new app called Threads that aims to rival Twitter. The app, which can be pre-ordered on the Apple App Store, will be integrated with Instagram. Screenshots of Threads reveal a dashboard similar to Twitter, and Meta describes it as a “text-based conversation app.” This move intensifies the ongoing rivalry between Meta CEO Mark Zuckerberg and Twitter CEO Elon Musk.
In a recent Twitter exchange, Musk sarcastically commented on Threads, implying a criticism of Zuckerberg’s leadership. Meanwhile, Twitter has announced that its popular user dashboard, TweetDeck, will soon be available only behind a paywall. Musk has been pushing for Twitter users to subscribe to its service called Twitter Blue, implementing restrictions on the number of tweets visible in response to concerns about data scraping.
Threads, on the other hand, will apparently be a free service with no limitations on the number of posts users can see. The app’s description on the App Store highlights its purpose as a platform where communities can engage in discussions ranging from current topics of interest to future trends. The app’s screenshots demonstrate a striking resemblance to Twitter.
Threads is a Meta app, so it will collect data from users’ devices, including location, purchases, and browsing history. Several Twitter-like apps have emerged in recent years, including Donald Trump’s Truth Social and Mastodon. Bluesky, another similar app, claimed to have experienced a surge in traffic after Musk’s tweet restrictions. However, Threads could pose the most significant challenge to Twitter thus far.
Mark Zuckerberg has a history of adopting successful ideas from other companies, as seen with Meta’s Reels (similar to TikTok) and Stories (similar to Snapchat). With its vast resources and integration with Instagram, Threads will not have to start from scratch like previous Twitter competitors.
While Musk has received praise for his commitment to free speech, he has also alienated some users. Zuckerberg hopes to attract dissatisfied Twitter users and create a genuine alternative platform to compete with the social media giant.