Meta’s response to Twitter, a new app called Threads, will go live on Thursday, July 6, just after Elon Musk announced a temporary restriction to the number of views each category of Twitter users can view per day. The Threads app, which is linked to Instagram, appeared in the Apple app store on Tuesday, July 4, ahead of Thursday’s launch. The Verge reports a companywide meeting in June where Meta executives shared that Instagram Threads will integrate with the decentralised social media protocol used by Mastodon, called ActivityPub. According to NYT, Meta’s executives discussed how to capitalise on the chaos at Twitter since last year, including by building a rival service. Some users believe the view limitation move is an attempt to encourage Twitter Blue subscriptions – where users can view 10,000 tweets daily.