Meta's 'friendly' Threads collides with unfriendly internet

The Facebook and Instagram owner also has been actively embracing an algorithmic approach to serving up content, which gives it greater control over the type of fare that does well as it tries to steer more toward entertainment and away from news.

Threads attracted more than 70 million users in its first two days. Picture: Yui Mok/PA Wire

Mark Zuckerberg has pitched Meta's Twitter copycat app, Threads, as a "friendly" refuge for public discourse online, framing it in sharp distinction to the more adversarial Twitter which is owned by billionaire Elon Musk.

"We are definitely focusing on kindness and making this a friendly place," Meta CEO Zuckerberg said on Wednesday, shortly after the service's launch.