Meta’s Threads app has hit a massive milestone, surpassing 400 million monthly active users, according to Instagram head Adam Mosseri. 
What began in July 2023 as a bold attempt to challenge Twitter (now X) has evolved into a platform that promotes open, civil discussions-though the road hasn’t been without bumps.
Threads made headlines early on by attracting 100 million users in just five days, one of the fastest adoption rates in app history. However, engagement dipped after the initial buzz, forcing Meta to focus on retention and steady growth. By mid-2024, the platform reached 175 million users, then 300 million by the end of that year, and 350 million by April 2025-finally crossing the 400 million mark this month.
Despite this success, Threads still lags behind X’s estimated 600 million monthly active users. X’s established communities, long-standing influence, and global reach remain hard to beat. Still, mobile usage data suggests Threads is narrowing the gap, helped by its seamless integration with Instagram, allowing users to bring over their friends instantly.
The rivalry with X has only intensified. Under Elon Musk, X has introduced controversial moves-like paywalling features and easing content moderation-which critics say have driven some users to seek alternatives. Threads has tried to position itself as a calmer, more curated conversation space, but skeptics argue it still needs a unique voice to avoid being dismissed as “Instagram with text.”
Meanwhile, competitors like Bluesky-backed by Twitter co-founder Jack Dorsey-are pitching decentralization and user control, with the AT Protocol enabling account portability across platforms. While Bluesky’s user base hovers just above 10 million, it appeals to those wary of corporate dominance. Mastodon and other niche platforms continue to foster smaller yet loyal communities.
Reaching 400 million users is a headline-worthy milestone, but the bigger question is whether Threads can retain those users and carve out a distinct identity. In the ever-shifting social media battlefield, sign-ups are just the opening move-the real challenge is keeping people engaged for the long run.