How Meta is using the Threads playbook to boost Muse

Mark Zuckerberg introduced his Muse agent live on stage at Meta Connect Bloomberg/Getty Images Threads launched in 2023 as a Meta side-project. Now it has 500 million users. Threads boss Connor Hayes says that's because it has found new users, not just Twitter exiles. Now Meta is using strategies it employed to grow Threads to launch Muse, its AI agent. Three years ago, Meta launched Threads as a Twitter alternative, staffed with a bare-bones team. Now the company says its text-based social network has 500 million users — more than Twitter ever reported when it was a public company (In 2024, Elon Musk claimed his rebrand of the service had brought in 600 million users.)