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Meta’s Threads racked up more than 30 million sign-ups within about 18 hours of its launch, emerging as the first real threat to Elon Musk-owned Twitter, as it took advantage of its access to billions of Instagram users and a similar look to that of its rival.

Dubbed as the “Twitter-Killer,” Threads was the top free app on Apple’s App Store in the UK and the US on Thursday. Its arrival comes after Meta CEO Mark Zuckerberg and Twitter’s Musk have traded barbs for months, even threatening to fight each other in a real-life mixed martial arts cage match in Las Vegas.

“The cage match has started, and Zuckerberg delivered a major blow. In many ways, it’s exactly what you’d expect from Meta: Stellar execution and an easy-to-navigate user interface,” Insider Intelligence principal analyst Jasmine Enberg said.

Twitter responded on Thursday by threatening to sue Meta, according to the publication Semafor, citing a letter delivered to Zuckerberg by a lawyer for Twitter.

Numerous competitors to Twitter have sprung up following Musk’s $44 billion purchase of the social media platform last year, which was followed by a series of chaotic decisions that have alienated both users and advertisers. Musk’s latest move involved limiting the number of tweets users can read per day.

Twitter’s stumbles make room for a well-funded competitor like Meta Platforms, analysts and experts said, particularly because of its access to Instagram users and its advertising strength.

“Meta’s release of Threads came at the perfect time to give it a fighting chance to unseat Twitter,” said Niklas Myhr, professor of marketing at Chapman University, referring to the turmoil at Twitter after it limited the number of tweets users can see.

“Threads will be off to a running start as it is built upon the Instagram platform with its massive user base and if users adopt Threads, advertisers will be following closely behind.”

Other competitors have found limited success. Mastodon, another Twitter-like app, has 1.7 million monthly active users, according to its website, while Twitter co-founder Jack Dorsey-backed Bluesky has about 265,000 users.

Twitter had 229 million monthly active users in May 2022, according to a statement made before Musk’s buyout.

While Threads is a standalone app, users can log in using their Instagram credentials, which makes it an easy addition for Instagram’s more than 2 billion monthly active users.

Threads’ launch was clearly a first stab at a service as it currently lacks the bells and whistles of Twitter.

“There should be a public conversations app with 1 billion+ people on it. Twitter has had the opportunity to do this but hasn’t nailed it. Hopefully we will,” Zuckerberg said on Threads, where he now has a million followers.

Threads does not have hashtags and keyword search functions, which means users cannot follow real-time events like on Twitter. It also does not yet have a direct messaging function and lacks a desktop version that certain users, such as business organizations, rely on.

Some users including tech reviewer Marques Brownlee posted about the need for a feed that only consists of the people one follows. Users currently have little control over the main feed.

Twitter CEO Linda Yaccarino, who was hired by Musk in May to shore up advertiser confidence, said in tweet on Thursday that “everyone’s voice matters” on the app. “We’re often imitated — but the Twitter community can never be duplicated.”

Currently there are no ads on the Threads app and Zuckerberg said the company would only think about monetization once there was a clear path to 1 billion users.

Existing ad relationships from Instagram and Facebook should help Threads’ revenue, said Pinar Yildirim, associate professor of marketing at the University of Pennsylvania’s Wharton School.

“Facebook is a less uncertain bet compared to Twitter and a bigger player in the ad market.”

Some analysts said Threads was reminiscent of Meta’s success in integrating crucial features of platforms such as Snapchat and TikTok in the case of Instagram’s Stories and Reels.

At least four brokerages raised their price target on Meta, whose shares have already more than doubled in value this year.

On Thursday, Meta shares were down 0.2% amid a broader market selloff, after rising 3% on Wednesday ahead of Threads’ launch.

The app is available in over 100 countries, but Bloomberg News reported that it won’t be launched in the European Union as of now as Meta works out how data sharing between the new platform and its Instagram app will be regulated.

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Sports

Veteran pitcher Lynn retiring after 13-year career

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Veteran pitcher Lynn retiring after 13-year career

Longtime St. Louis Cardinals right-hander Lance Lynn announced Tuesday that he has retired from Major League Baseball after 13 seasons.

“Baseball season is upon us and I’m right here on the couch and that is where I’m gonna stay,” Lynn said on his wife’s podcast, “Dymin in the Rough.”

“I am officially retiring from baseball right here, right now.”

Lynn, 37, spent much of his career with the Cardinals (2011-17, 2024) but also has pitched for the Minnesota Twins (2018), New York Yankees (2018), Texas Rangers (2019-20), Chicago White Sox (2021-23) and Los Angeles Dodgers (2023).

Last season with the Cardinals, he started 23 games and had a 7-4 record with a 3.84 ERA, throwing 117⅓ innings and striking out 109.

The two-time All-Star has a career record of 143-99 with a 3.74 ERA in 364 games (340 starts), tossing 2,006⅓ innings. He ranks sixth in that category, as well as in wins, among active pitchers. Ahead of him in each category are three sure Hall of Famers — Justin Verlander, Max Scherzer and Clayton Kershaw.

Lynn, on Tuesday, made it clear that he may be spotted on the baseball field … just not in a major league game.

“There might be something a little fun around the corner upcoming weekend, so stayed tuned,” Lynn said. “But from Major League Baseball, I am done pitching.”

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Sports

Yanks bring back reliever Ottavino on 1-yr. deal

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Yanks bring back reliever Ottavino on 1-yr. deal

NEW YORK — Right-hander reliever Adam Ottavino is returning to the New York Yankees, agreeing Tuesday to a one-year contract.

A 39-year-old sidearmer, Ottavino agreed to a minor league contract with Boston on Feb. 18 and exercised his right to be released on March 23 after compiling a 10.80 ERA in five spring training appearances.

He was 2-2 with one save and a 4.34 ERA in 60 relief appearances for the New York Mets last year, stranding 15 of 20 inherited runners.

Ottavino pitched for the Yankees in 2019 and ’20, going 8-8 with a 2.76 ERA in 97 relief appearances. He is 41-43 with 46 saves and a 3.49 ERA in 14 big league seasons with St. Louis, Colorado (2012-18), the Yankees (2019-20), Boston (2021) and the Mets (2022-24).

The Yankees transferred right-hander JT Brubaker to the 60-day injured list and placed closer Devin Williams on the paternity list.

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Politics

Payouts for departing civil servants capped at £95,000 under voluntary exit scheme

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Payouts for departing civil servants capped at £95,000 under voluntary exit scheme

The most senior and long-serving civil servants could be offered a maximum of £95,000 to quit their jobs as part of a government efficiency drive.

Sky News reported last week that several government departments had started voluntary exit schemes for staff in a bid to make savings, including the Department for Environment and Rural Affairs, the Foreign Office and the Cabinet Office.

The Department for Health and Social Care and the Ministry of Housing and Local Government have yet to start schemes but it is expected they will, with the former already set to lose staff following the abolition of NHS England that was announced earlier this month.

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Rachel Reeves, the chancellor, confirmed in last week’s spring statement that the government was setting aside £150m to fund the voluntary exit schemes, which differ from voluntary redundancy in that they offer departments more flexibility around the terms offered to departing staff.

Ms Reeves said the funding would enable departments to reduce staffing numbers over the next two years, creating “significant savings” on staff employment costs.

A maximum limit for departing staff is usually set at one month per year of service capped at 21 months of pay or £95,000.

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Whitehall sources stressed the figure was “very much the maximum that could be offered” given that the average civil service salary is just over £30,000 per year.

Whitehall departments will need to bid for the money provided at the spring statement and match the £150m from their own budgets, bringing the total funding to £300m.

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The Cabinet Office is understood to be targeting 400 employees in a scheme that was announced last year and will continue to run over this year.

A spokesman said each application to the scheme would be examined on a case-by-case basis to ensure “we retain critical skills and experience”.

It is up to each government department to decide how they operate their scheme.

The voluntary exit schemes form part of the government’s ambition to reduce bureaucracy and make the state more efficient amid a gloomy economic backdrop.

Ahead of the spring statement, Ms Reeves announced plans to cut civil service running costs by 15% by 2030, which ministers have said will save £2.2bn.

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The move could result in 10,000 civil service jobs being axed after numbers ballooned during the pandemic.

Ms Reeves hopes the cuts, which she said will be to “back office jobs” rather than frontline services, but civil service unions have raised concerns that government departments will inevitably lose skilled and experienced staff.

The cuts form part of a wider government agenda to streamline the civil service and the size of the British state, which Sir Keir Starmer criticised as “weaker than it has ever been”.

During the same speech, he announced that NHS England, the administrative body that runs the NHS, would also be scrapped to eliminate duplication and cut costs.

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