Meta has officially transitioned its Threads social network to the Threads.com domain, completing a strategic move that began with its acquisition of the URL in late 2024. Previously operating under Threads.net, the platform will now redirect all users to the more intuitive Threads.com, marking a significant step in its branding and accessibility strategy. This shift coincides with a major overhaul of the web app, introducing new features aimed at improving navigation, content creation, and user engagement.
Threads.com: A Strategic Domain Acquisition
Why did Meta prioritize securing Threads.com? The answer lies in branding and user experience. For a global platform, a straightforward, memorable domain enhances credibility and recall. Threads.net always appeared temporary, while Threads.com signals permanence and legitimacy. Industry analysts note that owning the “.com” version of a major product is as much about brand defense as user convenience—especially as social media users gravitate toward simplicity in platform names.
The path to acquiring Threads.com wasn’t straightforward. The domain was previously owned by a workplace communication startup backed by Sequoia Capital. After Meta launched Threads in July 2023, the startup saw a surge in interest, leading to its acquisition by Shopify in June 2024. Meta later secured the domain in September 2024, with Instagram (a Meta subsidiary) listed as the official registrant.
Web Overhaul: New Features and User Experience Upgrades
The revamped web app introduces several key improvements:
- Personalized and Custom Feeds: Now more prominently displayed, making it easier to navigate between different content streams.
- Quick Access to Liked and Saved Posts: Users can retrieve these directly from the main menu, reducing friction.
- Enhanced Post Sharing: Posts can now be duplicated, copied as images, or shared seamlessly to Instagram.
- Experimental Follow Import: Meta is testing a feature allowing users to import connections from other platforms, starting with X.
Threads’ Growth and Competitive Positioning
Since its launch, Threads has grown rapidly, surpassing 320 million monthly active users as of Meta’s last public earnings report in January. Its integration with Instagram’s user base has given it an advantage over competitors like X, which must build communities from scratch.
The domain upgrade and web enhancements further solidify Threads as a serious contender in the text-based social space. By improving feed customization and sharing capabilities, Meta is positioning Threads to attract users who value streamlined, feature-rich experiences.
What’s Next for Threads?
Meta has indicated ongoing plans for further web improvements, signaling continued investment in Threads as a core part of its social ecosystem. With a strong domain, refined web experience, and growing user base, Threads is poised to remain a key player in online conversations.
For now, visitors to Threads.net will automatically redirect to Threads.com—a small but meaningful step in Meta’s broader ambitions for the platform.
