Mark Zuckerberg launched a twitter competitor, Threads, on July 5, 2023. On the first day after launch, Zuckerberg claimed 30 million users signed up, and after the first week, 100 million had, though it is hard to estimate how many of those users will be "monthly active" until some months pass. Many of these users were able to sign up with just one or two clicks from Instagram.

As of December 2022, Twitter had 368M monthly active users, and many expect this to fall due to erratic leadership from Elon Musk. Meta's other properties, Facebook, Instagram, and Whatsapp, are all well over 1B MAUs.