An internal Meta deck reveals the company's original plans for its text-based platform Threads, and how it would compete with X, formerly Twitter.
The deck was revealed in court this month during the Federal Trade Commission's antitrust trial against Meta.
Meta officially launched Threads in 2023, and 10 million users signed up in its first seven hours, Meta CEO Mark Zuckerberg said.
Internally, Meta employees pitched Threads as a better Twitter.
"Twitter is experiencing instability and may continue to falter, though its network is strong and established," the deck said.
Threads' initial goal was to "build the most engaging online space for public conversation, enabling people to talk about their interests, come together over cultural moments, and connect directly with creators," according to the deck.
The launch strategy for Threads, code-named Project 92, or P92, included:
- Using what Meta has learned about social media from its other platforms to create a foundation for users, including sharing best practices for using the platform with users on day one.
- Using Instagram as a funnel to direct users to sign up. At its launch, users could sign into Threads with their existing Instagram logins.
- Introducing innovative features like a Mastodon integration and other tools that could make posting "fresh and fun."
- Targeting Instagram creators to create conversation that's less news and politics-focused content than what can already be found on X.
For the most part, the plans outlined in the deck came true. Features like archiving posts and joining the decentralized fediverse came in 2024.
But one feature from this Threads deck that still hasn't arrived? DMs.
The deck includes product imagery of a native-to-Threads direct messaging feature. Meta has not added a DM inbox to the Threads app, and instead, redirects users to Instagram DMs.
Meta did not immediately respond to a request for comment from Business Insider.
Read the deck below. Some slides have been redacted:
