Meta launches web version of flagging Threads app

August 25, 2023

Meta has launched a web version of its “Twitter killer” social media platform, Threads, that can be used without an app, as it attempts to revive itself after a recent drop in usage, reports The Guardian.

The parent company of Facebook, Instagram, and WhatsApp launched the microblogging site in July—widely understood to be an alternative for users disillusioned with Elon Musk-owned Twitter, which has since rebranded as X.

Meta’s CEO Mark Zuckerberg, announced the release of the desktop version on Tuesday, August 22 with a photo of his younger self in his dorm room posted on Threads, captioned: “Actual footage of me building Threads for web. Rolling out over the next few days.”

The web browser functionality takes it a step closer to matching what X offers.

Threads experienced an initial boom in sign-ups after it was first launched on July 5, with 100 million new users registering within a week.

However, just three weeks later, the number of users who engaged with the site on a daily basis had dropped significantly. It had a peak of 49 million users shortly after its launch, but on July 22 that had fallen to 12 million active users, according to the Internet traffic analysts Similarweb.

Threads was launched during a period of instability on the then Twitter platform,  during which Musk instituting massive staff cuts, and changes to moderation enforcement and functionality that have prompted a backlash from users and advertisers.

Meta’s answer to Twitter was launched shortly after one of Musk’s widely criticised moves as owner—his decision to cap the daily number of tweets users could view on the platform.

Zuckerburg launched Threads as a new space for real-time updates and to have public conversations, and the interface is similar to X—where users can engage, repost, and like each other’s content.

Research contact: @guardian