Meta Platforms plans to launch a Twitter-rivalling microblogging app called Threads, days after Twitter boss Elon Musk attracted criticism by announcing a temporary cap on how many posts users can read on the social media site.

Threads is expected to be released on Thursday and will allow users to retain followers from photo-sharing platform Instagram, and keep the same username, a listing on Apple’s App Store showed, accordsing to a Reuters report.

The rollout represents a direct challenge to Twitter, which has faced numerous controversies since Musk bought the company for $44 billion in 2022.

Last week, the Tesla billionaire announced a slate of new restrictions on the app, limiting the number of tweets users could view per day, prompting outcry from many on the platform.

While alternative microblogging sites — such as Mastodon and Blue Sky — have seen an uptick in user numbers since Musk’s acquisition, neither has been able to challenge Twitter.

But Instagram already has hundreds of millions of registered users and has a history of introducing new features based on the success of other social media firms.

More recently, the company’s short-form video feature Reels has sought to challenge the rise of TikTok.

The launch of Threads represents a credible threat to Twitter under Musk.

Hundreds of advertisers, concerned by a perceived rise in harmful content on the platform.

Meta did not immediately respond to a Reuters request for comment on a similar launch on the Google Play Store. Reuters has approached Twitter for comment.

(Threads image courtesy Apple App Store)