Threads reaches 400 million users but faces bigger test ahead

Meta’s Threads app now boasts over 400 million monthly active users, Instagram head Adam Mosseri confirmed. In a post marking the milestone, Mosseri reflected on the two-year jump from “a zany idea to compete with Twitter” to a platform aiming for open, civil conversation.

Threads launched in July 2023 and rocketed to 100 million sign-ups in just five days. Early engagement quickly dropped, but the app rebounded with steady growth. It reached 175 million MAUs by mid-2024, 300 million by December, and 350 million this past April. While impressive, it still trails X (formerly Twitter), which has around 650 million monthly active users. Threads has closed some of that gap thanks to its Instagram integration, which lets users import followers with ease.

X’s controversies under Elon Musk, from paywalled features to looser moderation , have pushed some users to look elsewhere. Threads has leaned into this by presenting itself as a calmer alternative. Critics argue it still lacks a distinct identity, warning it risks being seen as “Instagram with text.” Meanwhile, Bluesky, backed by Twitter co-founder Jack Dorsey, promotes decentralization and user control. It has a much smaller but growing base of around 10 million. Mastodon and other niche platforms continue to draw loyal communities.

Hitting 400 million users marks a big win for Meta. The app launched with so few features that many expected it to join Instagram’s graveyard of failed experiments. The real challenge now is keeping those users engaged and giving the app a personality beyond being the anti-X.