Meta, the parent company of Facebook and Instagram, has officially launched its latest creation: Threads, a microblogging platform that bears a striking resemblance to Twitter. As the tech giant continues to expand its portfolio, the introduction of Threads has sparked speculation about its potential to rival Twitter’s dominance in the microblogging sphere.

Threads allow users to post text, images, and videos while providing familiar features such as liking, sharing, commenting, and reposting content. What sets Threads apart is its integration with Instagram, with user accounts seamlessly synchronized between the two platforms. This integration ensures that users can retain their usernames and followers, offering a sense of continuity in the transition to Threads.

Posts on Threads can be up to 500 characters long and can include links, photos, and videos of up to five minutes in duration. While the platform mirrors Twitter in several aspects, such as the ability to engage with posts, it currently lacks a direct messaging feature. However, Meta CEO Mark Zuckerberg has assured users that updates addressing this gap are on the horizon, promising a more comprehensive user experience in the future.

Related // How to join Threads app

Mark Zuckerberg took to his newly launched app to share his thoughts shortly after its release, expressing his satisfaction with Threads’ initial version. He commended the talented team for laying a strong foundation while acknowledging that there is still a long journey ahead. This indicates Meta’s commitment to further develop and refine Threads based on user feedback and evolving market demands.

Given Meta’s history of introducing features inspired by rival platforms, Threads has been dubbed Meta’s potential “Twitter killer.” The company has a track record of capitalizing on successful features from competing social media platforms. For instance, in 2016, Instagram introduced “stories,” a feature that allowed users to share posts that disappeared after a set time, directly competing with Snapchat‘s core functionality. More recently, Meta launched “Reels,” a short-form video feature that aimed to challenge the growing popularity of TikTok.

The timing of Threads’ launch seems strategically aligned with a series of controversial decisions made by Elon Musk, the owner of Twitter. Musk’s implementation of limitations on post visibility has triggered discontent among Twitter users, providing an opportunity for Meta to attract dissatisfied users to its new platform.

Threads made an impressive debut, attracting a staggering 10 million new users in seven hours, according to Mark Zuckerberg. Among them were influential celebrities like Jennifer Lopez, Shakira, and Kim Kardashian, as well as numerous corporate brands extending a warm welcome to the platform’s burgeoning user base. However, despite its rapid growth and early success, Threads currently faces regulatory hurdles preventing its availability in the European Union.

Meta’s previous run-ins with European regulators have created obstacles for the company’s expansion in the region. In May, the company incurred a substantial 1.2 billion euro ($1.3 billion) fine from the EU’s primary privacy regulator over its handling of user data. Additionally, Meta was ordered to halt the transfer of users’ data to the United States. Consequently, the status of Threads’ availability in the European market remains uncertain, leaving users eagerly anticipating any updates from Meta regarding its expansion plans.