Threads is a social networking app developed by Meta, the same company behind Instagram and Facebook. It was launched in July 2023 by the Instagram team. Its primary purpose is to let people share short text updates and engage in public conversations, similar in spirit to micro‑blogging platforms like Twitter (now X).
To use Threads, you sign in with your Instagram account. This means your Instagram username, profile, and followers (or at least many of them) transfer over.
Key Features of Threads
Text-Based Sharing
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You can post messages of up to 500 characters, and include links, photos, or videos (up to 5 minutes long). (About Facebook)
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It’s designed more for real-time updates and conversations — not so much for polished long-form content. (CNBC)
Interoperability with Fediverse
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One of the big goals for Threads is to support open social network protocols, specifically ActivityPub. (About Facebook)
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This means in some versions (“beta”), Threads users can interact with people on other compatible platforms (like Mastodon), and vice versa. (About Facebook)
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Through this, Meta envisions a more decentralized social internet, where different apps talk to each other. (About Facebook)
Feeds & Timeline Options
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There are two main feed types:
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For You – a mix of posts from people you follow + recommended content. (About Facebook)
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Following – only posts from those you follow. (About Facebook)
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Also, threads are automatically translated: if someone writes in a different language, you can tap a “translate” button (depending on your settings). (About Facebook)
Safety & Controls
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Since you sign in via Instagram, your blocked or restricted accounts on Instagram also apply to Threads. (CNBC)
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You can filter replies: there are “hidden words” options, so replies containing certain words you don’t like can be filtered out. (CNBC)
Web Version & Updates
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Threads has a web app as well, not just a mobile app. (TechCrunch)
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In April 2025, Meta moved the Threads web address from threads.net to threads.com, making it easier to remember. (TechCrunch)
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The web app got some improvements: better access to saved posts, likes, custom feeds, and more tools for resharing. (TechCrunch)
Direct Messaging (DMs)
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As of July 2025, Threads introduced direct messaging. (The Verge)
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But these DMs are not end-to-end encrypted, which means they don’t have the highest level of privacy. (The Verge)
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Right now, you can message followers or mutual Instagram connections. (The Verge)
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Meta plans to expand the messaging features — like adding group chats and more control over who can message you. (The Verge)
Ghost Posts
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A more recent feature: Ghost Posts. These are posts that disappear after 24 hours. (The Times of India)
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The idea is to encourage more “in the moment” or authentic sharing, without worrying about permanence. (The Times of India)
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When you post a ghost post, others will see a grayed-out chat bubble in their feeds, indicating it's temporary. (The Times of India)
Growth, Challenges & Usage
Rapid Launch & Initial Adoption
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Right after launch, Threads broke records: it got 100 million sign-ups in just 5 days, making it one of the fastest-growing apps ever. (Wikipedia)
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This boom was partly driven by Instagram’s existing user base, and by a moment when many people were frustrated with Twitter’s changes. (CNBC)
Drop in Engagement
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However, many early users did not stick around. Reports showed that a large portion of those who joined in the first days churned. (Reddit)
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According to some analytics, time spent per user dropped sharply after launch. (Reddit)
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By the end of the first month, daily active users had reportedly fallen significantly. (Reddit)
Recovery and Continued Growth
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Despite the early drop, Threads has kept growing more steadily. As of Meta’s more recent updates, it has over 320 million monthly active users. (TechCrunch)
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It’s also opened up to advertisers globally, which signals Meta is serious about making Threads a long-term social network, not just a side experiment. (Reuters)
Why Did Meta Create Threads?
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Meta saw an opportunity: after Elon Musk took over Twitter (X), there was a demand for a reliable, text-based social network. (CNBC)
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Rather than build something totally new, Meta used Instagram’s existing infrastructure and user base — that made onboarding users very easy. (Wikipedia)
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By supporting ActivityPub, Meta also signaled it wants Threads to be more than just another closed social app — it could help shape a more open, interconnected social web. (About Facebook)
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The Ghost Posts feature reflects Meta’s understanding that not all sharing needs to be permanent. It’s a way to foster more spontaneous, honest conversations. (The Times of India)
Pros and Cons of Using Threads
Pros
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Easy to use — since you have an Instagram account, you don’t need to start from zero.
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Text-focused — great for sharing thoughts, links, and having real conversations.
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Open-network potential — with ActivityPub, you might connect with users from other social apps.
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Control over replies — filtering replies gives more control over your audience.
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Temporary sharing — with Ghost Posts, you can post without worrying about permanence.
Cons
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Privacy limitation — DMs are not end-to-end encrypted, which may be a concern. (The Verge)
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Declining early engagement — though many joined quickly, not all stayed. (Reddit)
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Ad monetization — as ads roll out globally, user experience might change. (Reuters)
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Limited messaging features — group messaging and more advanced DM options are still “in development.” (The Verge)
Is Threads Right for You?
If you're someone who:
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Loves short, text-based posts,
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Wants to engage in public conversations,
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Already uses Instagram and wants an easy way to connect with the same people in a different format,
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Likes the idea of a more open social internet,
Then Threads could be a very good fit for you.
But if:
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You rely heavily on private messaging,
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You want strong privacy for your chats,
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You’re not very active on Instagram,
Then you might find it less suited to your style — or wait for more advanced messaging features from Threads in future.
What’s New & What’s Coming
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Web app improvements: Better experience for using Threads on a browser. (TechCrunch)
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Direct Messaging (DM): Now available, but without end-to-end encryption yet. (The Verge)
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Ghost Posts: Temporary posts disappearing after 24 hours. (The Times of India)
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Advertising: Meta is opening up Threads to advertisers globally. (Reuters)
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Future plans: More Fediverse features, more privacy controls, possibly more group messaging.
Conclusion
Threads is Meta’s bold bet on a text-first, public social network. Built on the backbone of Instagram, it offers a way to share short messages, engage in public discussions, and connect without the full noise of other platforms. With added features like DMs, ghost posts, and integration with decentralized social networks, it’s evolving steadily.
While its initial growth was explosive, sustaining engagement remains a challenge. But Meta’s continued investment — through web improvements and global ads — shows that Threads is not just a fad.
In short, Threads is a promising space for those who want real-time conversations, more text than photos, and a mix of openness and control. Whether it becomes your main social app or a side space depends on how you like to communicate.