Threads begins testing the scheduled posts feature.

The Threads platform is about to begin testing a new feature that will allow users to schedule posts, according to Adam Mosseri, head of Instagram. Mosseri clarified that "responses cannot be scheduled," emphasizing that the goal is to find a balance between giving users more control to plan their posts and encouraging real-time conversation. Additionally, he highlighted that Instagram has been working on this functionality "for months."

This announcement could be seen as an attempt by Mosseri to distance himself from the perception that every improvement in Threads is driven by competition with Bluesky. Last week, Threads introduced curated collections of people to follow, which sparked comparisons with the initial packages of Bluesky. In another recent development, Mark Zuckerberg, CEO of Meta, revealed that Threads has surpassed 100 million daily active users, marking the first time this figure has been published for its competitor Twitter/X. Furthermore, Threads has over 300 million monthly active users. While Meta may have its own methodology for calculating these figures, it is undeniable that Bluesky remains considerably smaller.

Historically, Instagram has offered the option to schedule posts in the feed, and this week it was also announced that this same feature would be extended to direct messages.