Threads bears a striking resemblance to Twitter, featuring the ability to create content threads, restrict responses, and add images.

Threads hit the market as rival Twitter began limiting the number of tweets people can view per day to deter third parties from scraping data off the platform. Elon Musk tweeted that unverified users could read 600 tweets and verified users 6,000 per day.

On this platform, users can post text updates up to 500 characters and can attach links, photos and videos up to five minutes long. They can interact via likes, replies and reposts.

Advertisers have been lukewarm about Threads given Meta’s history of data collection practices. Questions remain about Thread’s adoption and monetization. However, brands could find opportunities in real-time brand conversations and get hyperlocal with user interaction on Threads.