Threads hits 500 million monthly active users as Meta launches new 'Your Algo' feature

Meta's Threads app has reached 500 million monthly active users, the company announced on Tuesday, nearly three years after the platform launched in July 2023 as a direct rival to Elon Musk's X — and alongside the milestone, Meta unveiled new personalisation and community features for the platform.

New 'Your Algo' feature gives users feed control

Meta announced the user milestone and the new features via its Meta Newsroom, under an initiative called "Dear Algo." The centrepiece of the update is "Your Algo," a feature that allows users to privately control the type of content that appears in their feeds. The tool is currently available in the United States, Canada, the United Kingdom, Australia, and New Zealand.

Communities feature gets major expansion

Alongside the feed customisation update, Meta is expanding Threads' Communities feature, making it easier for users to discover and engage with topic-focused groups. The company said communities have become a significant driver of engagement on the platform and are adding a dedicated Communities hub alongside new discovery tools designed to help users find conversations centred on their specific interests.

Threads steps up rivalry with X

The 500 million user milestone arrives as Meta continues to grow Threads' advertising business, placing the platform in increasingly direct competition with X for digital advertising revenue. Threads was launched by Meta Chief Executive Officer Mark Zuckerberg in July 2023, and has grown steadily since to reach what the company described as its maximum monthly active user count.