Threads, the microblogging service introduced by Meta, has announced the implementation of rate limits due to a surge in spam attacks. These limits will restrict the number of actions a user can take on the platform within a specified timeframe. Twitter, a competitor of Threads, also rolled out similar measures in response to similar challenges earlier this month. Amid these developments, interest in Threads appears to be declining, with reports indicating a significant drop in daily active users, partly attributed to missing key functionalities that its rivals offer.
In a post on Threads on Monday, Adam Mosseri, head of Instagram, acknowledged the uptick in spam incidents and mentioned the platform’s need to “tighten” regulations like rate limits. He noted that, akin to Twitter’s recent policy changes, these adjustments might hinder some active users. However, he encouraged feedback from users who feel their accounts are unjustly restricted as the company fine-tunes its security measures.
The initial thrill surrounding Threads seems to have diminished following its launch. Data from SimilarWeb indicates a decline from 49 million daily active users on July 7 to approximately 23.6 million active users on Android just a week later, on July 14. This trend was corroborated by analytics firm Sensor Tower. The novelty associated with new apps has likely contributed to this decline, while Meta’s decision to block access for EU users attempting to use VPNs could have exacerbated the situation.
Despite these challenges, Threads has managed to secure about 20% of Twitter’s weekly active user base, as reported by Data.ai. The highest demand for the app is reported to be in India, which accounted for 33% of its global downloads, followed by Brazil and the United States.
Notably, Threads currently lacks several essential features common in other social media platforms. These include direct messaging, search functionality for posts, and a chronological feed. While the platform is actively developing these features, a leaked internal memo obtained by Business Insider suggests that enhancements like messaging capabilities, better search options, and trend discovery tools are slated for future updates.
