Meta is developing a Twitter-like app called Project 92 or P92, aiming to compete with Twitter and its clones. The app will be integrated with Instagram and is expected to leverage Meta’s existing user base and relationships with brands and advertisers. Content moderation and attracting advertisers may pose challenges for Meta due to previous controversies. The app will have interconnectivity with platforms like Mastodon. Meta is in talks with influential figures like the Dalai Lama and Oprah Winfrey. The app is planned for a summer launch.
Meta has been developing a text-based social media network similar to Twitter, aiming to compete with both Twitter itself and the various clone apps that gained popularity after Musk took Twitter private in 2022. This announcement sparked a public feud between Musk and Meta CEO Mark Zuckerberg, culminating in a lighthearted challenge for a physical “cage match” in Las Vegas.
Previously, Meta confirmed that it was exploring the creation of a decentralized social network focused on sharing text updates. However, specific details about the app’s nature or name were not disclosed.
Meta holds a significant advantage over emerging competitors such as BlueSky or Mastodon due to its extensive user base integrated across Facebook and Instagram. Additionally, Meta has established relationships with brands and advertisers, which could potentially generate revenue upon the app’s launch.
Nonetheless, Meta may face challenges in content moderation given recent reductions in trust and safety teams across the social media industry. Similar concerns emerged when controversial content surged on Twitter after Musk’s acquisition. Meta has also faced scrutiny for amplifying misinformation, which could impede its ability to attract advertisers in large numbers for this new venture.
Here’s what has been reported so far:
1. Meta’s Twitter-like app, codenamed Project 92 or P92, is closely tied to Instagram accounts. The Verge reported that Meta is considering naming the app “Threads.” It will integrate deeply with Instagram, incorporating information from the existing platform. A high-ranking Meta executive mentioned that influential users, including celebrities and content creators, are seeking a well-managed platform.
2. Renders obtained by the Verge display a user interface strikingly similar to Twitter’s feed, featuring icons and symbols reminiscent of Instagram’s current interface. This familiar UI will likely facilitate the reported integration with ActivityPub, a social media protocol aimed at promoting decentralized networks, allowing different platforms to connect effectively. The integration implies that Project 92 will have interconnectivity with other platforms running on ActivityPub, such as the Twitter alternative Mastodon.
3. Meta is in talks with prominent figures to join the platform. Chief Product Officer Chris Cox stated that the company is engaging with public figures like the Dalai Lama and Oprah Winfrey to join the platform upon its launch. The Dalai Lama has over two million followers on Instagram, while Winfrey has over 23 million. These high-profile users would provide Meta with a monetizable and captive audience from the outset and potentially help the app surpass Twitter.
4. Meta is aiming for a summer launch. The company initiated the development of the platform in January, a few months after Musk acquired Twitter. Reports from Bloomberg and other sources suggest that Meta plans to make the app available this summer.
