Meta's Twitter competitor is off to a strong start.
Threads has drawn more than 30 million sign-ups since its launch Wednesday night, Meta CEO Mark Zuckerberg said in a post to the new social media platform.
And while that's still far smaller than the user bases of major social networks like Twitter and Instagram, it's a number that gives the new platform an immediate momentum.
Zuckerberg also said on the app that the company's plans mirror how it grew Meta's other platforms: build the product, get to 1 billion users and then monetize.
Still, it's far from a sure thing that Threads will ever become bigger or more embedded in news and culture than Twitter.
"It's easy to get a bunch of people to sign up," Instagram head Adam Mosseri said in a bleary-eyed video posted from what appeared to be his bed. "It's hard to build something people want to keep using. Quite the first day."
Threads is still a very simple platform lacking many of the features of Twitter, such as direct messaging. It also only shows people a feed of posts recommended by the app.
In a series of responses to people commenting on Threads, Mosseri said that “lots of basics” were missing but are in development, including a feed of only the people a user follows. Search and hashtags are also in the works.
It's also an open question as to how the app will be moderated. Threads launched with some features that give the user the ability to self-moderate, such as hiding specific words and phrases.
Threads also appears to be primarily a mobile experience, at least for now. It can be seen on desktop if a user navigates to a specific user profile or has a link, but there appears to be no way for a user to see their main feed there.
Mosseri said on Threads that the "priority is the mobile apps," but that the company is working on a web-based experience.
Mosseri also said the company is working on a way for users to be able to delete their Threads accounts without deleting their Instagram accounts.
"To clarify, you can deactivate your Threads account, which hides your Threads profile and content, you can set your profile to private, and you can delete individual threads posts — all without deleting your Instagram account," Mosseri wrote. "Threads is powered by Instagram, so right now it’s just one account, but we’re looking into a way to delete your Threads account separately."
Back on Twitter, Threads appeared to be one of the most popular topics of discussion from Wednesday evening through Thursday morning, according to Trends24, a website that tracks trending topics and hashtags on the platform.