Facebook’s new messaging app, Threads, has been a hit with users, but the company is still figuring out how to make money off it.

The ‘Threads’ app is a new social media platform that allows users to post and reply to messages in a similar way to Twitter. The app was launched on July 7, 2023, and has already received an unprecedented amount of user sign-ups. The app is already facing some of the common issues that often plague social media platforms, including user retention, spam and some early regulatory scrutiny around its approach to content moderation. It’s also not clear yet how much Meta’s investments in building Threads will actually amount to financial returns for the company. “I’m very optimistic about how the Threads community is coming together,” Meta CEO Mark Zuckerberg said in a post on the platform Monday. “Early growth was off the charts, but more importantly 10s of millions of people now come back daily … The focus for the rest of the year is improving the basics and retention.” A phone is seen running the Instagram Threads app by Meta in this photo illustration in Warsaw, Poland on 07 July, 2023. Jaap Arriens/NurPhoto/Shutterstock Meta’s Threads app rolls out first big batch of updates Meta executives acknowledged in the early days after Threads’ launch that getting users to sign up for a buzzy new app is much easier than convincing them to continue engaging there long-term. That’s likely even more true for Threads, which launched as a relatively bare-bones app in an effort to capitalize on a moment of weakness at Twitter and also tapped into Instagram’s network to ease the sign-in process. “We’re clearly way out over our skis on this,” Mosseri said in a Threads post the week of the app’s launch. In the meantime, Threads is grappling with a common social media issue — spam. Users have complained of replies to posts filling up with spammy links and offering “giveaways” in exchange for new followers. And on Monday, Mosseri said in a Threads post that the platform was “going to have to get tighter on things like rate limits” because “spam attacks have picked up.” This “is going to mean more unintentionally limiting active people (false positives),” Mosseri warned. “If you get caught up [in] those protections let us know York Times reported Tuesday New— Two weeks since Facebook-owned Instagram announced it would be rolling its own version of Twitter called “Thoughts,” the frenzy surrounding the app appears to have subsided. After surpassing 100 million user sign-ups in less than a week, user engagement on Thoughts has slowed. Daily active users fell from 49 million on July 7, two days after its launch, to 23.6 of users last Friday, according to a report published this