Over half the people who signed up for Threads have stopped using it already, prompting Mark Zuckerberg to push for 'hooks' to entice users, report says

• Threads took just five days to reach 100 million users when it launched earlier this month.
• But Mark Zuckerberg told staff that more than half of them haven't kept using the app, per Reuters.

Threads has lost more than half its users, Mark Zuckerberg told staff on Thursday, according to Reuters.

Meta's text-based app, designed to compete with Twitter, reached 100 million users in just five days — beating ChatGPT's time to reach the same milestone.

Yet the tech conglomerate is struggling to retain the majority of them.

"Obviously, if you have more than 100 million people sign up, ideally it would be awesome if all of them or even half of them stuck around," Zuckerberg said, per Reuters. "We're not there yet."

The Meta CEO added that he considered this drop to be "normal" and things will get better as Threads adds more feature, Reuters reported.

Adam Mosseri, the head of Instagram, said earlier this month that Threads is working on "obvious missing features" like trending topics, hashtags, translation, the ability to view likes, and a "following" feed which only shows posts from users you know.

But Meta's chief product officer added that Meta is also working on "retention-driving hooks" to encourage users to return to the app, like "making sure people who are on the Instagram app can see important Threads," according to Reuters.

That suggests there will be even more of a crossover with the photo-sharing app, which was essential in Threads' rapid expansion since users sign up via their Instagram accounts.

Threads was conveniently launched just days after Elon Musk annoyed many Twitter users by setting temporary limits on viewing tweets. Adding more features to Threads could help Meta capitalize on further discontent at Twitter, as it rebrands to X.

Meta did not immediately respond to Insider's request for comment.