Meta Platforms (META.O) made a bold move on Wednesday as it launched Threads, a direct challenge to Twitter, aiming to capitalize on its rival's weakened state due to a series of tumultuous decisions by new owner Elon Musk.

Within hours of its launch, Threads garnered millions of users, including renowned celebrities like Kim Kardashian and Jennifer Lopez, as well as prominent politicians such as Democratic U.S. Representative Alexandria Ocasio-Cortez.

Mark Zuckerberg, CEO of Meta, welcomed users to Threads with enthusiasm, stating, "Let's do this. Welcome to Threads," accompanied by a fire emoji.

He also shared a meme on Twitter, humorously referencing the rivalry between Meta and Elon Musk's services. Zuckerberg revealed that the app had already accumulated an impressive 10 million sign-ups in just seven hours and 30 million before the first day ended.

Although Threads debuted as a standalone app, users can easily log in using their Instagram credentials and follow the same accounts, making it a seamless addition to the routines of Instagram's vast user base of over 2 billion monthly active users.

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Similar to Twitter, Threads allows users to post short text messages, which can be liked, reposted and replied to.

However, it does not feature direct messaging capabilities. According to a Meta blog post, posts on Threads can contain up to 500 characters, along with links, photos, and videos up to five minutes long.

The app is available in more than 100 countries through Apple's App Store and Google's Play Store.

Prior to the launch, Meta's stock surged by 3 per cent, surpassing gains made by competing technology firms, reflecting the market's anticipation and positive outlook on Threads.

The arrival of Threads coincides with an ongoing exchange of banter between Mark Zuckerberg and Elon Musk, which has even included threats of a real-life mixed martial arts fight in Las Vegas.

Addressing the difficulties faced by large public social media platforms, Zuckerberg noted, "I think there should be a public conversations app with 1 billion+ people on it. Twitter has had the opportunity to do this but hasn't nailed it. Hopefully, we will."

The integration of Threads with Instagram demonstrates Meta's commitment to privacy considerations.

Threads users who sign up through Instagram automatically receive a badge on their profile, but they have the option to hide it. Additionally, users can customize different privacy settings for each app.

As Threads shakes up the social media landscape, it remains to be seen how this battle between Meta and Twitter will unfold.

With its built-in user base, emphasis on privacy, and potential to create a more positive online environment, Threads poses a substantial challenge to Twitter's dominance in the social media sphere.