Meta plans retention ‘hooks’ for Threads as over half of users leave app

Meta Platforms executives are heavily focused on boosting retention on their new Twitter rival Threads, after the app lost more than half of its users in the weeks following its buzzy launch, Chief Executive Officer (CEO) Mark Zuckerberg told employees on Thursday.

Retention of users on the text-based app was better than executives had expected, though it was “not perfect,” said Zuckerberg, speaking at an internal company town hall, the audio of which was heard by Reuters.