Meta has the opportunity to leverage its ‘family of apps’ ecosystem to drive the take-up of Threads

Meta has the opportunity to strengthen Threads by leveraging its other popular apps, like WhatsApp. Threads sign-ups have been high (over 100 million since its launch in July 2023). However, usage is low (perhaps fewer than 10% of early sign-ups are daily users). Threads has not yet threatened X’s (formerly known as Twitter) position. However unlike X, Threads could work alongside WhatsApp (for example, so that adverts on Threads could link directly to WhatsApp, allowing for customers to communicate with brands they have also seen on X, on WhatsApp). Threads can leverage other assets within Meta’s application ecosystem.