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Meta Threads Engagement Lower Than Expected as App Continues to Develop

Meta has acknowledged that engagement on its Threads app has been lower than anticipated, but the company says it is continuing to build out the app and is confident that it will eventually gain traction.

Meta Threads Engagement Lower Than Expected

Meta has acknowledged that engagement on its Threads app has been lower than anticipated, but the company says it is continuing to build out the app and is confident that it will eventually gain traction.

Threads is a text-based messaging app that is designed to be used for close friends and family. It launched in July 2023 and was initially met with a lot of hype, but engagement has since declined.

According to Sensor Tower, Threads had 44 million daily active users on its peak day, July 7, 2023. However, that number has since fallen to around 13 million.

Meta has not disclosed any specific engagement metrics for Threads, but the company says it is "happy with the progress" the app is making.

"Threads is still a new app, and we're learning and iterating every day," a Meta spokesperson told TechCrunch. "We're focused on building the best possible experience for our users, and we're confident that Threads will continue to grow in popularity."

One of the challenges that Threads faces is that it is competing with a number of other well-established messaging apps, including WhatsApp, Facebook Messenger, and iMessage. These apps have a large user base and offer a wide range of features.

However, Meta believes that Threads has a number of advantages over its competitors. For example, Threads is designed to be more personal and private than other messaging apps. It also offers a number of unique features, such as the ability to create close friend lists and to share live updates with your friends.

Meta is also investing heavily in Threads. The company has said that it is planning to add a number of new features to the app in the coming months, including support for group chats, video calls, and audio messages.

It remains to be seen whether Meta will be able to turn things around for Threads. However, the company is clearly committed to the app, and it is possible that Threads could eventually become a major player in the messaging space.

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