Meta Platforms, which is known for a host of social media apps like Instagram and Twitter, plans to launch a web version of its new text-first social networking app called Threads that competes with Elon Musk’s X. It is expected to be launched early next week, the Wall Street Journal reported on Sunday, citing people familiar with the matter.
The mobile app was launched with much fanfare on July 5, gaining over 100 million users in less than a week. But many of those users have since dropped off, with daily active usage dropping by 79 percent in just over a month, according to analytics firm Similar Web. The drop is mainly due to the lack of features that differentiate Threads from X, which has many more options for creating content and interacting with others.
Adding a web version to Threads will help to address this issue as it will give users the option to use the service on desktop computers. This would be a significant advantage for some users, particularly businesses who don’t want to use a separate app for work purposes.
According to the WSJ report, Meta is also improving search functionality within Threads. It is expected to add the ability to search for specific usernames, a key feature missing from the current app.
Earlier this month, Meta CEO Mark Zuckerberg had promised to bring new features to Threads, but the WSJ’s sources said those “launch plans aren’t final and could change.”
With the addition of a web version and improved search, it should be easier for Threads to regain some of the traction lost after its launch. If the company can do that, it can close the gap with competitors such as X and Mastodon.
In a blog post on the Threads website, Adam Mosseri, head of Instagram and Threads, indicated that the web version is nearing a release. He wrote that the company had been internally testing an early app version for a few weeks.
He added that the web version will offer “a few additional features” for users, including viewing posts by hashtags and other tags in a different format. It will also allow users to see who’s following them and follow new accounts. It will remain free to use, but the company will start charging for some features in the future. In its blog post, Meta said it would announce the details of those costs later. The company plans to begin rolling out the web version in the coming weeks, allowing it to reach as many people as possible. Users can sign up on the Threads site to be notified when it launches. The app is available for both iOS and Android devices.
