In a move to compete with its rival, X, Meta has rolled out its “keyword search” feature to multiple countries, including India. This expansion comes after successful testing in Australia and New Zealand. Meta users in Argentina, Mexico, the UK, and the US can now utilize this feature as well. The company’s announcement stated that the feature is available on both mobile and web platforms.

“Today, we’ll start rolling out keyword search in English and Spanish, in countries where most people post in those languages — such as Argentina, India, Mexico, the UK, and the US — on both mobile and web,”

– Meta Blogpost

Meta is committed to further accessibility, with plans to introduce the feature in more languages and countries in the near future. Mark Zuckerberg, Meta’s Founder and CEO, also shared this exciting development on Threads.

“Rolling out to most English and Spanish-speaking countries today. More to come soon.”

– Mark Zuckerberg

Threads’ Rise and Decline

While Meta’s “keyword search” feature expansion is making headlines, Threads, another product by Meta, has experienced fluctuations in its user base. In early July, Threads boasted around 50,000 daily active users on Android devices worldwide. However, recent data indicates a significant drop, with the app now having approximately 10 million users globally. To put this into perspective, it’s less than a tenth of Twitter’s user base.

During its initial launch on July 5, Threads witnessed remarkable growth, with over 10 million people joining the platform within just seven hours. This achievement made Threads the most downloaded non-game app in a decade, surpassing 100 million users, according to Sensor Tower, a market intelligence data provider.

Despite this impressive start, user engagement on Threads has dwindled. On average, users now spend a mere 2.4 minutes per day on the app, a staggering 80% decrease from its peak in early July.

This development raises questions about Threads’ long-term viability and Meta’s strategy for maintaining user interest and engagement on the platform.