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Meta’s Threads has lastly arrived in Europe, over 5 months after rolling out within the US, UK and elsewhere world wide. Following a countdown and Instagram teaser invitation, the app is now formally on the internet, with the iOS and Android apps additionally broadly accessible after a brief delay.

I used to be in a position to check in utilizing my Instagram account and Meta additionally affords entry with out making a profile — however you possibly can’t submit or work together with content material in that case. As soon as I agreed to make use of Instagram and selected my profile, it requested if I used to be okay with it being public and if wished to comply with the identical folks I do on Instagram. A couple of extra clicks and I used to be in.

Threads finally launches in Europe

Steve Dent for Engadget

The delay was reportedly as a result of EU’s upcoming Digital Markets Act (DMA) set to take impact in 2024. As one in all seven tech large “Gatekeepers,” Meta wished to make sure it is in compliance with the DMA, significantly round guidelines for sharing information between apps. In compliance with EU insurance policies, the app additionally permits customers to entry the platform without having to create a profile.

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Threads launched July 5 on cell with a primary characteristic set and required customers to check in utilizing their Instagram accounts. It was very similar to Twitter (now X) when it launched, with help for textual content posts as much as 500 characters, together with images and five-minute movies. It additionally supported reposts and quote posts, whereas permitting customers to restrict their replies and block/report different customers.

Since then, it has added an internet model, together with each “following” and “for you” feeds, the power to ship Threads posts on Instagram, following checklist sorting, preferred posts in your profile web page and extra. Briefly, it is develop into a strong rival to X, Bluesky and its different short-form social media apps.

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As well as, yesterday Meta began testing the power to make Threads posts accessible on Mastodon and different fediverse apps. That compatibility with the decentralized “ActivityPub” service, and the power to cross-post to different apps, was a key promise Meta made when it launched Threads.

Threads’ rise got here with the steep decline of Elon Musk’s X, now seen as extra polarized than ever. Amongst a lot different drama, the platform lately misplaced a variety of key advertisers after Musk boosted an antisemitic conspiracy idea. In response to that, Musk delivered a brand new message for advertisers pulling again from the platform: “Go fuck your self.”

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Threads remains to be in a precarious spot, although. It was an on the spot hit, crossing the 100 million signup mark simply 5 days after launch and counted 141 million customers as of November 10, in line with analysis firm Quiver Quantitative. Nevertheless, engagement is one other difficulty — the variety of every day lively customers has fluctuated and dropped steeply a month or so after launch. It ought to get an enormous increase now that it is in Europe, although, and Meta simply has the would possibly (and cash) to make it work and crush each established and potential rivals.

Replace 12/17/2023 8:59 AM ET: Story up to date to point that the iOS and Android apps are actually broadly accessible in Europe.

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