Meta announced a new feature in Threads on Tuesday that allows users to tag the Meta AI account to get answers to questions or frame conversations on the platform. However, users quickly discovered that they could not block the new Meta AI account , sparking a backlash and resentment. The decision raises important questions about user control and privacy on social platforms.
See also: Meta brings DMs to the web version of Threads
The new feature represents Meta ’s answer to xAI ’s Grok tagging feature on X. Threads , which launched in July 2023 as a competitor to X , reached 100 million users in five days, shattering all previous social network growth records. The platform was built on top of Instagram , requiring users to log in with their Instagram credentials and automatically entering their usernames and followers. Today, Threads is estimated to have around 350 million monthly active users .
The beta version of the feature is initially available in Argentina, Malaysia, Mexico, Saudi Arabia , and Singapore. A pinned video shows how users can tag @MetaAI for answers to questions like “why is everyone obsessed with matcha?” or “how do you pronounce ‘Cannes’ correctly?” However, unlike other accounts, there is no option to block Meta AI. This design choice seems to be aimed at ensuring the AI’s continued presence in conversations, regardless of users’ preferences.
User reactions and technical issues with Meta AI
Many users expressed their frustration in replies to posts from Meta AI , the main Threads account , and Threads Connor Hayes lead . Users who tried to block the feature reported experiencing errors. Engadget reporter Karissa Bell noted that “ Users cannot block Meta AI” became a trending topic on Threads with over a million posts . Reactions ranged from simple displeasure to threats to leave the platform, with many comparing the move to similar controversial decisions by Meta in the past .
Meta ’s decision not to allow Meta AI to be blocked seems to be deliberate, aiming to ensure the accessibility of AI and increase interaction. This strategy reflects Meta ’s aggressive push into AI beyond 2023 , with billions of dollars in investment to compete with OpenAI and Google . The company has invested over $50 billion in AI for the period 2025-2027 , hiring top talent and developing advanced models.
See also: California: Lawsuit against Meta for advertising fraud
Meta has integrated AI across its platforms, including WhatsApp , Instagram , and Facebook . Meta AI is powered by the company's Llama models , with Llama 2 launching in 2023 , Llama 3 in 2024 , and Llama 4 expected in 2026. These models have been downloaded over 3 billion times , making Meta one of the dominant players in the open AI space.
Technical details and privacy protection
For users concerned about their privacy, there are a few steps they can take. First, they can limit the use of @MetaAI tagging on their own posts and avoid interacting with posts that contain Meta AI replies. Second, they can adjust their privacy preferences in Threads to limit data collection. Third, using the “Not interested” option on each Meta AI post can gradually reduce their appearance in the feed. Finally, users can consider alternative platforms like Mastodon or Bluesky, which offer more control to users.
The move is part of a broader AI competition among social platforms. X has integrated xAI ’s Grok , while other platforms like Snapchat with My AI and TikTok with AI stickers have added similar features. The market for AI tools on social networks is estimated to be $15 billion by 2025 , with annual growth of 40% . Analysts predict that by 2027 , 70% of social platforms will have integrated some form of AI tagging.
See also: Meta vs. Ofcom: New legal dispute
@MetaAI is expected to be fully launched by Q3 2026 , with potential integration of ads and advanced media features via Llama 4. Threads has already begun testing ads after launching without ads in 2023 , with forecasts for $500 million in revenue by 2025. Meta ’s strategy aims to increase the time users spend on the platform, with AI features expected to increase engagement by 18-22 % . However, user reaction will largely determine the success of this strategy and the potential migration to alternative platforms that offer more control.
