Meta, the parent company of Facebook, is stepping up its game by launching a new app called Threads, which is set to rival Twitter.

The app, currently available for pre-order on the Apple App Store, will be closely linked to Instagram.

Threads aims to provide a platform for text-based conversations, resembling the layout of Twitter. As Meta’s latest venture, the app is expected to be free to use, with no limitations on post visibility.

This move further intensifies the ongoing competition between Mark Zuckerberg, the CEO of Meta, and Elon Musk, the owner of Twitter. Last month, the two engaged in a playful exchange, agreeing to a physical fight. While the seriousness of their challenge remains uncertain, Musk took a sly dig at Zuckerberg, sarcastically praising the well-run nature of Threads.

Meanwhile, Twitter recently announced its plan to place its popular user dashboard, TweetDeck, behind a paywall in the coming month. Musk, in his efforts to encourage users to subscribe to Twitter Blue, has implemented various changes, including limiting the number of visible tweets due to concerns over data scraping.

Threads, on the other hand, promises to provide a space for communities to discuss a wide range of topics, both current and trending. The app’s description on the App Store highlights its potential to facilitate engaging conversations.

Given that Threads is a Meta app, it will naturally gather user data from devices, including location data, purchase history, and browsing habits. Several apps with similarities to Twitter, such as Donald Trump’s Truth Social and Mastodon, have emerged in recent years. Another contender, Bluesky, experienced a surge in traffic following Musk’s recent actions.

However, Threads could pose the most significant challenge to Twitter yet. Zuckerberg has a track record of adopting successful features from other platforms, as seen with Meta’s Reels (resembling TikTok) and Stories (similar to Snapchat). With Meta’s vast resources and the integration of Threads into the Instagram ecosystem, connecting it to millions of existing accounts, it possesses a strong foundation compared to other potential rivals.

Although Musk has garnered praise for his support of free speech, he has also faced criticism from certain user segments. Zuckerberg hopes to capitalise on any disillusionment among Twitter users and establish Threads as a viable alternative.

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