There is a now new social media platform. Meta’s new social media app Threads is now active.

Meta’s Threads app is said to rival Twitter as users look for an alternative to the social media platform owned by Elon Musk.

Threads said to be a text-based version of Meta’s photo-sharing app Instagram that the company says provides “a new, separate space for real-time updates and public conversations.”

The layout of Threads appears to be clean and simple, with the same basic functionality of a Twitter feed.

It went live late Wednesday in Apple and Google Android app stores, with reportedly 10 million people signing up in the first seven hours. Threads launched in more than 100 countries, including the U.S., Britain, Australia, Canada and Japan. Threads will not be rolled out is in the European Union, due to strict data privacy rules.

Instagram users will be able to log in with their existing usernames and follow the same accounts on the new app. New users will be required to set up an Instagram account.

Functionality

Threads posts can be up to 500 characters long, which is more than Twitter’s 280-character limit, and can include links, photos, and allows videos up to 5 minutes. Just as Twitter, Threads are placed in the main feed. Users can like, re-post, and reply to each update.

Meta’s new offering, however, does raise data privacy concerns. Threads could collect a wide range of personal information, including health, financial, contacts, browsing and search history, location data, purchases and “sensitive info,” according to its data privacy disclosure on the App Store.