Meta has introduced a new application called Threads, which aims to compete with Twitter by catering to users seeking an alternative to the social media platform owned and frequently modified by Elon Musk.

Threads is presented as a text-oriented version of Meta’s image-sharing app Instagram, offering “a distinct platform for real-time updates and public discussions.”

The app became available on the Apple and Google Android app stores on last Wednesday evening, and within the first seven hours, CEO Mark Zuckerberg reported that 10 million individuals had already registered. However, there were initial issues, such as Zuckerberg’s posts, referred to as “Threads,” failing to load in various locations like the United Kingdom, India, and Lebanon. Nevertheless, his responses to other users were visible.

Threads made its debut in over 100 countries, including the United States, Britain, Australia, Canada, and Japan. The app has already attracted notable celebrities such as chef Gordon Ramsay, pop star Shakira, and actor Jack Black. Additionally, renowned entities like Airbnb, Guinness World Records, Netflix, Vogue magazine, and various media outlets have created accounts on the platform.

The microblogging experience offered by Threads resembles Twitter, indicating that Meta Platforms has been preparing to directly compete with the platform. This move comes in response to the numerous unfavorable changes implemented by Elon Musk during his ownership, which have resulted in user and advertiser dissatisfaction.

Zuckerberg emphasized the importance of cultivating a friendly environment within the Threads app, stating that this aspect will ultimately determine its success. He expressed his focus on creating a space where users feel comfortable and at ease while using the platform.

Zuckerberg highlighted the unique approach that Threads aims to take, drawing a comparison to Twitter’s perceived lack of success. He expressed the intention to differentiate Threads by adopting a different approach.

Within Threads, users have the option to engage with posts through various buttons such as liking, reposting, replying, or quoting a thread. The app also displays the number of likes and replies a post has received, providing users with a sense of engagement and interaction.

In terms of post content, Threads allows up to 500 characters, surpassing Twitter’s 280-character limit. Users can also incorporate links, photos, and videos of up to five minutes in length.

While Threads offers expanded features compared to Twitter, Meta’s overarching vision is to create an app that primarily focuses on text and dialogue, taking inspiration from Instagram’s success in the realm of photo and video content.

Instagram users will be able to log in with their existing usernames and follow the same accounts on the new app. New users will have to set up an Instagram account.

Meta emphasized measures to keep users safe, including enforcing Instagram’s community guidelines and providing tools to control who can mention or reply to users.

Threads could collect a wide range of personal information, including health, financial, contacts, browsing and search history, location data, purchases and “sensitive info,” according to its data privacy disclosure on the App Store.

While Meta is working on expanding the availability of the app to more countries, the decision to delay a European launch is attributed to the uncertain regulatory landscape.

Industry analysts are skeptical about the potential success of Threads, considering Meta’s history of launching standalone apps that were eventually discontinued. Additionally, there are concerns about whether this move is strategically beneficial for Meta, especially considering the company’s recent announcement of significant layoffs amidst a slowdown in the tech industry.

In addition to Threads, Zuckerberg has been focusing on the concept of the metaverse and has invested billions of dollars into virtual reality initiatives.

Meta risks “spreading itself too thin,” said Mike Proulx, a research director at Forrester, a global market research company. “Meta is banking on a moment in time amidst peak Twitter frustration.

Threads aims to build upon the success of Instagram, where billions of individuals worldwide connect through visual content. The vision for Threads is to expand Instagram’s strengths into the realm of text, creating a space that fosters positivity and creativity for expressing ideas. Similar to Instagram, Threads allows users to follow and connect with friends and creators who share common interests, including individuals they already follow on Instagram and beyond. Furthermore, users can leverage the existing suite of safety and user controls offered by Instagram.

Getting started with Threads is simple: users can log in using their Instagram account. This ensures that their Instagram username and verification carry over seamlessly, while also providing the option to personalize their profile specifically for Threads.

Meta has confirmed that Threads will enforce a 500-character limit for posted messages. The company plans to make the app available in 100 countries through Apple’s iOS and Android platforms.

Upon downloading Threads, users are prompted to connect their Instagram account, customize their profile, and follow the same accounts they already follow on Instagram. The app’s interface bears a resemblance to Twitter, featuring a familiar layout and a text-based feed. Users have the ability to repost and quote other Thread posts. Additionally, Threads incorporates elements of Instagram’s aesthetic and allows users to share posts from Threads directly to their Instagram Stories. Verified Instagram accounts are automatically recognized as verified on Threads, and users can choose to set their Thread accounts as public or private.

As a new addition to the array of Twitter competitors, Threads possesses the potential to pose a significant threat to Twitter, particularly due to Meta’s extensive resources and its large user base.

Elon Musk, the owner of Twitter, commented on the restrictions implemented by Meta on Threads, stating that they were introduced to address data scraping and system manipulation. In response to the launch of Threads, Musk tweeted sarcastically, “Thank goodness they’re so sanely run,” apparently mocking reported comments by Meta executives that took a jab at his own erratic behavior.

Since Musk acquired Twitter in October, he has made significant changes to the social media platform, which have led to the alienation of advertisers and some high-profile users. Musk is now seeking ways to revive growth on the platform. On Monday, Twitter announced that users would soon be required to pay for TweetDeck, a tool that allows for organizing and monitoring followed accounts more efficiently.

Furthermore, Twitter is making attempts to encroach on Meta’s territory. In May, Twitter introduced encrypted messaging and announced plans for call functionality, positioning itself as a potential competitor to Facebook Messenger and WhatsApp, both of which are owned by Meta.

The escalating rivalry between Twitter and Meta has only intensified the existing rivalry between Musk and Meta CEO Mark Zuckerberg. Last month, in response to a tweet about Threads, Musk wrote, “I’m sure Earth can’t wait to be exclusively under Zuck’s thumb with no other options,” and further teased the idea of a “cage match” with Zuckerberg in a subsequent tweet. In retaliation, Zuckerberg responded through an Instagram story by posting a screenshot of Musk’s tweet with the caption, “Send Me Location.” Additionally, following the debut of the Threads app, Zuckerberg tweeted an image depicting two cartoon Spider-Men pointing at each other, symbolizing the rivalry between the two companies.