Meta is initiating the use of the Threads API, although it will be a while before it becomes largely available to developers. The brand has started experimenting with its innovative developer tools with a select group of companies, revealed by Meta engineer Jesse Chen on a Threads post. As reported firstly by TechCrunch, Chen stated that the API is presently in its “beta” phase, with a broad implementation expected by the “end of June.” The main set of businesses test-running the beta version of the API includes social media management systems such as Sprinklr, Hootsuite, Social News Desk, and Sprout Social. In addition, Meta partners with tech news collector Techmeme and live video platform Grabyo. At the moment, the API appears to mostly facilitate content publishing to Threads from these services. However, there are also upcoming plans to “enable reply moderation and insight functions,” said Chen.
The API can potentially attract more publishers and powerful users to Threads, who usually depend on external software for posting and analyzing content. Instagram director Adam Mosseri had earlier voiced hesitation about attracting publishers. He worried that an exclusive API might lead to an influx of publisher content, compromising the balance with creator content. He also mentioned his resistance to “amplify news on the platform.”
Nevertheless, with a user base of 130 million, Threads is gradually emerging as a realistic alternative to X. Providing professional-grade tools can persuade publishers and brands to contribute more to the platform. The API could also, potentially, assist the company’s efforts to endorse interoperability with Mastodon and the rest of the federated networks, even though Meta has not openly addressed its API in this context.
