The social network Threads has officially crossed a major milestone: the number of monthly active users has reached 500 million. Alongside this achievement, developers at Meta announced a major update that changes the rules of the game in content management. The main novelty is the launch of tools for fine-tuning the feed and the exit of thematic communities from beta testing.
"Your Algo": full control over the feed
The central element of the update is the Your Algo tool. This feature logically develops the idea of Dear Algo, which appeared back in February. If users previously had to publicly ask the system to show more specific content by leaving open request posts, now the configuration happens in private mode.
Users can directly indicate to the system which topics they want to see more often and which ones to limit. An important feature is flexibility: now you can choose the exact duration of an individual filter — for 1, 3, or 7 days. All these settings remain confidential.
At the moment, the feature is available for users in the USA, Canada, UK, Australia, and New Zealand.
Communities and finding like-minded people
The Communities feature, created as a response to topic groups on the X platform, has officially completed the beta testing phase. To simplify the search for like-minded people, a unified Communities Hub has been introduced. It offers users public groups on a wide variety of interests: from K-pop and literature to basketball and TV series.
For easier navigation, each community now has a unique visual icon. According to Threads head Connor Hayes, the Discovery Hub is designed to solve the problem of difficult organic group search that users have faced over the past year.
Live Chats and the "second screen" phenomenon
Threads is also expanding access to the Live Chats tool — real-time text chats tied to major cultural or sporting events, such as the World Cup. By July 2026, all communities in the social network will be able to create such chats.
"Many people value Threads for its relative quietness in a world where most social networks are overloaded with loud video content. Live chats have become a wonderful "second screen" experience — when you watch an event on TV and simultaneously read or conduct a text report," noted Connor Hayes.
Fighting for leadership
New statistics confirm the high growth rates of the platform. In just the last 10 months, the social network has attracted 100 million new active users. For comparison: in August 2025, Meta reported 400 million MAU.
In the early stages, Threads significantly lagged behind competitor X due to the lack of a chronological feed, full-fledged search, hashtags, or a web version of personal messages. However, the systematic introduction of these tools, along with new features for individual algorithm customization that Elon Musk still lacks, allows Threads to confidently close the gap in the fight for audience attention.