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Threads, Instagram’s ‘Twitter Killer,’ Has Arrived


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After months of speculation and secrecy, Mark Zuckerberg’s long-rumored competitor app to Twitter is here.

The new app, Threads, was unveiled on Wednesday as a companion to Instagram, the popular photo-sharing network that Mr. Zuckerberg’s company, Meta, bought more than a decade ago. If Instagram executives get their way, Threads will also replace rival Twitter, with some techies referring to it as a “Twitter killer.”

The rollout of Threads ramps up the rivalry between Mr. Zuckerberg and Elon Musk, who bought Twitter last year. Mr. Musk has changed the experience of Twitter by tinkering with its algorithm and other features, and most recently imposed temporary limits on how many tweets people could read when using the app, inciting outrage.

Many tech companies have tried capitalizing on Twitter’s turmoil in recent months. But Threads has a leg up, backed by Meta’s deep pockets and Instagram’s enormous user base of more than two billion monthly active users around the world.

In a post to his Threads account on Wednesday, Mr. Zuckerberg said: “I think there should be a…

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