Meta's Threads web version launches globally, aims to attract professionals and media users

San Francisco: Threads, Meta's endeavour to challenge Twitter's dominance among celebrities, businesses, and governments, has expanded its reach with the launch of a web version.

This move comes as Threads seeks to rejuvenate its initial lukewarm reception.

The introduction of a web version for Threads is a strategic step to appeal to professionals and media individuals, who are among the most active users of social media. This group typically posts content from their computers during working hours, making the web version a crucial addition.

Adam Mosseri, the head of Instagram who also leads Threads, confirmed the web version's rollout by stating, "Threads.net is now live for everyone. Let us know what you think."

Previously, Threads was exclusively accessible through its mobile app, available on both iPhones and Android devices. The decision to expand to the web aligns with Threads' aim to cater to a broader user base and address the demands for enhanced functionality.

A spokesperson for Threads said, "The Threads team is working hard to bring this experience to parity with mobile, and will be adding more functionality to the web experience in the coming weeks."

Threads entered the scene as Meta's contender to Twitter's influence, now rebranded as X. In its initial release in early July, Threads saw rapid downloads, achieving the distinction of being the fastest-downloaded app ever. Nevertheless, user engagement among early adopters gradually waned, prompting calls for a web version and other improvements.

Prominent figures, including celebrities like Jennifer Lopez and American Football star Tom Brady, who were given privileged early access to Threads, have posted infrequently on the platform.

Despite its promising start, X, now under Elon Musk's ownership, still dominates the realm of commentary and news dissemination. However, the platform has experienced turmoil since Musk's involvement, leading some users to explore alternatives.

According to Similarweb, a company that tracks usership, daily active users on the Android version of Threads dwindled from a peak of 49.3 million to 10.3 million.

Mark Zuckerberg, CEO of Meta, cautioned during the week of Threads' launch that the app would require time to stabilise before focusing on community growth.

Threads is not yet available in Europe, as Meta is grappling with how to navigate the European Union's data privacy regulations.