Threads Rolls Out Reply Approvals as Daily Users Surge Past 150 Million

Meta’s X rival Threads is expanding its moderation toolkit with new features that give users unprecedented control over conversations. The company announced Thursday the rollout of reply approvals and enhanced activity filters, marking its latest push to differentiate itself in the competitive social media landscape as it reaches 150 million daily active users.

The updates arrive just days after Threads introduced communities and “ghost posts” features, underscoring Meta’s aggressive feature development strategy as it positions the platform to challenge both X and emerging rivals like Bluesky in the text-based social media category.

Preventative Moderation Shift

The centerpiece of Thursday’s announcement is reply approvals, a feature that allows users to review and approve replies before they appear publicly on posts. Unlike traditional moderation tools that hide or delete comments after they’re visible, the new feature allows users to keep their replies open to all without the negative consequences of discussions carrying on to a harmful extent.

Users can enable reply approvals on individual posts rather than applying them universally, providing granular control over which conversations require stricter oversight. Unapproved replies are moved to the Ignored tab, where users can decide to approve them later.

The system represents what one industry observer called a “preventative approach” to content moderation, contrasting with reactive systems on competing platforms.

Commenters will receive a notification informing them that “Replies to post require author approval”, creating transparency around the moderation process. For brands and public figures dealing with high-volume engagement, this prevents spam and offensive content from ever reaching public view without the appearance of restricting discourse.

The feature addresses a fundamental tension in social media design. As Meta explains, these tools help users “set the tone of the conversation” and give users more choice, balancing users’ interest in engaging in more public conversations while ensuring the poster retains power over the discourse.

Competitive Market Positioning

The reply approval system arrives as Threads solidifies its position as the fastest-growing alternative to X. Meta CEO Mark Zuckerberg revealed during the company’s third-quarter earnings call that Threads has grown to 150 million daily active users, up from 100 million in December 2024, while the platform reached more than 400 million monthly active users in August.

The growth trajectory places Threads in direct competition with X, which reportedly has between 200 to 250 million daily users, though recent data suggests X’s usage may be declining. More significantly, Zuckerberg noted that time spent on Threads increased by 10 percent in the third quarter, which he attributed to evolving AI recommendation systems.

The moderation features create clear differentiation from X’s approach. Under Elon Musk’s ownership, X has adopted lighter content moderation, which some brands view as increasing reputation risk. Industry analysts note that Threads is positioning itself as a safer, more curated environment for brands concerned about association with polarizing content.

Beyond reply approvals, Threads is rolling out new Activity feed filters that allow users to view replies from people they follow or those that include mentions. These join existing filters for verified accounts, quotes, and reposts, streamlining how users navigate high-volume conversations.

The timing is deliberate. Meta announced during its third-quarter earnings that it’s now moving to launch video ads on the platform globally, following the initial rollout of standard advertising.

Instagram head Adam Mosseri announced this week that Threads is testing controls that allow users to tune their algorithm by adding and removing topics based on their interests, addressing longstanding complaints about content relevance.

These product decisions reflect Meta’s recognition that sustainable growth requires more than user acquisition. The company is building the infrastructure for a mature social platform capable of supporting both creator monetization and advertiser confidence, positioning Threads not as a temporary X alternative but as a distinct social ecosystem.

Reclaiming Digital Control

The reply approval system marks a meaningful shift in how users manage their online presence. By screening replies before they go live, people can finally maintain the image and conversations they want on their profiles. This addresses a problem social media users have faced for years: the chaos of uncontrolled public comments.

Beyond personal branding, this feature could reduce the negativity spirals we’ve all seen on social media. Harsh attacks often derail conversations and damage mental health. We’ve watched countless examples of how lack of control ruins reputations and poisons public discourse. Reply approvals give users the power to stop that before it starts.

As Threads becomes the new Twitter, there’s something nostalgic about it. The platform recreates what people loved about early Twitter but adds the safety features we wish existed back then.

This matters especially for younger users who can now avoid getting pulled into toxic drama that isn’t theirs. The ability to filter negativity before it spreads offers protection that previous platforms never provided.