Threads Will Remain Separate from Instagram: Meta’s Strategy to Avoid Monopoly Issues
Meta confirms Threads won’t merge into Instagram, aiming to preserve user experience and avoid antitrust allegations from global regulators.
Threads Will Remain Independent from Instagram: A Deliberate Strategy
Meta Platforms Inc. has officially stated that its text-based platform, Threads, will not be integrated into Instagram—despite the close ties between the two. This decision is part of Meta’s broader strategy to defend itself against monopoly allegations, particularly from the U.S. Federal Trade Commission (FTC), while also preserving clarity in user experience.
Originally Planned as a Feature Within Instagram
Threads was initially conceived as a built-in feature for Instagram. However, Instagram’s CEO Adam Mosseri explained that such integration would confuse users due to differing interaction models. While Instagram is visual-first with nested comments, Threads adopts a linear, Twitter-like conversation model.
Facing Antitrust Pressures
The FTC’s ongoing antitrust lawsuit accuses Meta of acquiring Instagram and WhatsApp to suppress competition. As part of its legal defense, Meta presents Threads as proof of continued innovation and competition, not consolidation. Mosseri emphasized that launching Threads separately shows Meta is fostering healthy rivalry.
Growth Numbers and User Drop-Off
Threads saw explosive growth upon launch in July 2023, hitting 100 million signups within five days—making it the fastest-growing app at the time. However, daily active users dropped over 80% by August 2023. By November 2024, Threads reported a rebound with 275 million monthly active users.
Integration Still Visible
Despite remaining technically independent, Threads and Instagram are deeply intertwined. A Threads account requires an Instagram login, and Threads posts occasionally appear in the Instagram feed—usually prompting users to read more via the Threads app.
Global Scrutiny and Data Transparency
Regulatory scrutiny is not limited to the United States. In Turkey, Meta faced an investigation over data sharing between Threads and Instagram. In response, Meta promised users more control, including the ability to sign up for Threads without linking to Instagram—highlighting the company’s move toward data transparency and user choice.
