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Millions signed up for Threads, the text-based app dubbed the “Twitter killer,” on its first day. But some competition experts and Threads users fear the new app’s traction could result in more power and dominance for Meta and its CEO, Mark Zuckerberg.

Twitter’s attorney sent a letter accusing Meta of hiring former employees to create a copycat app, threatening legal action. But a spokesperson for Meta said no former Twitter employees are on the engineering team of the new app.

Twitter vs. Threads

Twitter’s new rival has raked over 70 million sign-ups in less than 48 hours. But despite the massive growth, it’s still early days for Threads. To truly challenge Twitter, the app must build a healthy culture.

It must also keep people engaged and coming back, especially those with sizable followings. The ability to port over Instagram followers could help, but Threads will have to do more than that. It will have to create an experience as fun and intuitive as Twitter and then prove it can survive and thrive without the protection of a big platform behind it.

If it can do that, Threads could become the latest series of Twitter-like apps to emerge after Elon Musk’s tumultuous ownership. But, unlike those competitors, it has a leg up thanks to its integration with Instagram. It also claims to be part of the diverse, meaning it will work with open social networks that follow similar communication rules.

Instagram vs. Threads

Twitter's struggle to maintain a stable user base prompted Instagram owner Meta to launch a rival with text-focused features. It debuted Wednesday to widespread fanfare, escalating a high-stakes battle with billionaire competitor Elon Musk and a floundering Twitter.

The new app resembles Twitter in many ways, including a character limit of 500 words per post, a follow button, and an option to create a hashtag. It also includes videos up to five minutes in length. It also doesn't have a retweet feature but rather a repost button.

Meta's decision to copy Twitter is not entirely surprising, considering the company has been known to launch products that imitate those of rival companies. For example, Instagram's 2020 launch of a short-form video feature called Reels was an apparent attempt to capitalize on TikTok's success.

Threads users have pointed out a few issues with the new app, including a potential privacy concern. According to its data privacy disclosure on the App Store, Threads can collect various personal information, including health, financial, contacts, browsing and search history, and location data. According to the fine print, it can even use a person's name and photo without their permission.

Musk vs. Zuckerberg

It started with a tweet. Then it got real.

Tesla and SpaceX CEO Elon Musk challenged Meta CEO Mark Zuckerberg to a cage fight. It was the latest in a long-running feud between the two tech titans.

The jiu-jitsu enthusiast responded, “Send Me Location.” That’s code for a face-to-face fight, and it could become a reality. The CEOs of the social media giants are reportedly positioning themselves for a war that could have massive implications for the industry.

The tensions are escalating as Twitter struggles with backlash under its new owner, and Facebook grapples with users abandoning the site over privacy concerns. And then there’s Threads, which launched on Wednesday and looks much like Twitter. Its text-based app has seen more than 30 million people sign up daily, quickly becoming the new alternative to Twitter. CNET’s Jasmine Enberg reports.

Meta’s strategy

Threads has gone from being an underdog to the clear frontrunner in the Twitter alternative space in a short time. That’s a testament to many users' dissatisfaction with Twitter’s ownership by Elon Musk and the unique power and reach of one of Meta’s most essential properties: Instagram.

But it also raises competition concerns, particularly in Europe, where new rules on digital platforms are set to take effect in a few months. In particular, if the app reaches critical mass by leveraging the existing Instagram user base, it could create barriers to entry for other rivals and potentially increase consumer prices.

The rapid traction of the app also raises questions about whether it’ll have to introduce advertising, a step that could further amplify its dominant market position and trigger antitrust scrutiny. And while the company says it won’t do so until the app reaches a significant scale, many competitors and users worry that could be an open door for Meta to impose its ads on them.