Meta is widely rolling out its web version of Threads.

This move is aligned with the company’s goal of introducing fresh features to tackle its retention challenges.

Why we care. The expansion to the web could potentially enhance Threads’ active user count and provide a solution to its retention issue. While Threads currently doesn’t display ads, brands utilizing its paid promotion options might experience substantial growth in reach and potentially higher conversions.

How it works. The web version of Threads, threads.net, works in a similar way to the app. Upon visiting the website, users are asked to provide:

• A username, phone number or email address
• A password

The log-in details are the same that you use to log into Instagram.

Upon accessing the web app, the homepage layout closely mirrors that of the mobile version, showcasing an app bar with identical tabs. Notably, the Threads web homepage includes a dropdown menu allowing users to toggle between light and dark themes, report issues, access the about page, or log out.

Usability. Web users are currently able to post a thread, scroll through their feed and interact with others in the same way that they are on mobile. However, there are certain mobile-specific functionalities that are yet to be introduced to the web version. For instance, profile editing is currently unavailable.

Meta is currently addressing these issues and expects a fix to be implemented in the coming weeks.

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document.getElementById('munchkinCookieInline').value = getCookie('_mkto_trk');

What has Threads said? Mark Zuckerberg announced on Thread that the web version would be rolling out “over the next few days”.

Deep dive. Read our Threads FAQ for more information on the platform.