Meta, the owner of Facebook, is preparing to launch a new application to directly compete with Twitter.

The app, named Threads, can already be pre-ordered from the Apple App Store and will be closely integrated with Instagram. Screenshots of the app reveal a dashboard reminiscent of Twitter, and Meta describes Threads as a "text-based conversation app." This development adds another chapter to the ongoing rivalry between Meta CEO Mark Zuckerberg and Elon Musk, the owner of Twitter.

In the past month, an unusual agreement between Mark Zuckerberg and Elon Musk to engage in a physical fight made headlines, although the seriousness of their intentions remains uncertain. Mr. Musk seemingly took a fresh swipe at Mr. Zuckerberg, sarcastically remarking, "Thank goodness they're so sanely run," in response to a tweet about Threads.

In the meantime, Twitter announced that its popular user dashboard, TweetDeck, will soon require a subscription, effectively placing it behind a paywall within 30 days. This move is part of Mr. Musk's ongoing efforts to encourage users to sign up for Twitter's subscription service, Twitter Blue. On Saturday, the billionaire entrepreneur restricted the visibility of tweets, citing concerns about excessive "data scraping."

In contrast, it appears that Meta's Threads app will offer a free service without any post-viewing limitations. The app's description on the App Store positions Threads as a platform where communities gather to discuss a wide range of topics, both current and trending. The screenshots of the app bear a striking resemblance to Twitter.

As a Meta app, Threads is expected to collect various data from users' devices, including location data, purchase history, and browsing activity. In recent years, several Twitter-like apps, such as Truth Social and Mastodon, have emerged, but Threads could pose the most significant threat to Twitter to date. Mark Zuckerberg has a track record of adopting and successfully implementing ideas from other companies, as seen with Meta's Reels (resembling TikTok) and Stories (similar to Snapchat).

With Meta's vast resources and integration of Threads into the Instagram platform, it will have access to hundreds of millions of user accounts, giving it a head start compared to other potential Twitter competitors. While Mr. Musk has garnered praise for his stance on free speech, he has also alienated some users. Mr. Zuckerberg will be counting on attracting disenchanted Twitter users to create a genuine alternative.