# Threads launch

> Meta said Threads reached 100 million sign-ups in five days; active use then fell.

- Owner: Meta Platforms / Instagram
- Kind: App & software
- Sector: Media & publishing
- Seed date: 2023-07-05
- Peak proxy date: 2023-07-07
- Date basis: Proxy date; not a directly measured attention peak.
- Spread Score: 64 (Viral), v1.3
- Mechanics: Newsjacking, Pairing, Platform jump, Press loop, Controversy

## Summary

Meta launched Threads with Instagram login and planned creator participation. It claimed rapid sign-ups as independent firms estimated falling daily use. Meta added feeds and web access, then reported later growth.

## Timeline

- 2023-06-08 — The Verge (Press) — The Verge published leaked screenshots and reported Meta’s recruitment of celebrity early users.
- 2023-07-05 — Business Insider (Press) — Business Insider published Meta’s guide asking creators to save posts and share them to Instagram at launch.
- 2023-07-05 — Meta / Instagram (App stores) — Meta released Threads for iOS and Android, with Instagram login and imported follows.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/threads-launch

Cite as: How It Spread (2026). “Threads launch.” Case HIS-01490. Spread Score v1.3: 64/100. Updated 2026-10-23. https://howitspread.com/id/HIS-01490