Instagram’s Threads: All You Need to Know (For Now)

Meta’s new Twitter clone app—Threads—is expected to launch on July 6, according to Apple’s App Store.

The decentralized app was made available for pre-order, although not paid, on Monday on Apple’s App Store and Google Play. The web version is expected to go live around the same time.

According to Mark Zuckerberg’s Instagram teaser, anyone who types “Threads” on Instagram search receives a ticket indicating the app will be live by 10 a.m. ET.

Here’s what we know about the app so far.

According to a leaked screenshot and previews made available on the App Store and Google Play, Threads bears a striking resemblance to Twitter, featuring the ability to create content threads, restrict responses, and add images.

Meta’s Threads is set to release around the same time as Twitter limits the number of tweets people can view per day to deter third parties from scraping data off the platform. Elon Musk tweeted that unverified users could read 600 tweets and verified users 6,000 per day.

Searches for the term “delete Twitter account” saw a staggering surge of 292% in the U.S. and 131% worldwide on July 1, compared to the previous seven days, according to CasinoAlpha, an online comparison service.

Advertisers have been lukewarm about Threads given Meta’s history of data collection practices. Questions remain about Thread’s adoption and monetization. However, brands could find opportunities in real-time brand conversations and get hyperlocal with user interaction on Threads.

“Twitter is severely wounded and Meta’s Threads could deliver another major blow,” said Insider Intelligence principal analyst, Jasmine Enberg via email. “While it’s hard to imagine that the most avid Twitter users will deflect and go to Threads, many people are frustrated enough by the recent tweet rate limits implemented by Musk to give Threads a shot.”

Threads will be compatible with other apps like Mastodon and will be made available in the U.S. and the U.K.