Threads Adds Live Chats for NBA Playoff Conversations

Meta is testing a Threads feature that lets users tag a Meta AI account to answer questions or provide context, using its Muse Spark model across the app. The test, available in Argentina, Malaysia, Mexico, Saudi Arabia and Singapore, has drawn backlash after users discovered there’s no option to block the Meta AI account from Replies—only mute, hide, or mark individual replies as “Not interested.” Users reported errors when attempting to block it, and the inability to block trended on Threads. Meta says users can manage their experience during the test but hasn’t added a direct block option. The move matters because it highlights tensions around platform control of AI agents and user choice on social feeds.

Meta is testing a Threads feature that lets users tag a new Meta AI account (powered by its Muse Spark model) to answer questions or provide conversation context. The feature, initially in Argentina, Malaysia, Mexico, Saudi Arabia, and Singapore, drew backlash when users discovered there is no clear option to block the Meta AI account through the profile three‑dot menu; attempts to block reportedly produced errors. Meta says testers can manage the experience by muting or hiding Meta AI replies or marking posts as "Not interested." The rollout highlights Meta’s push to surface AI across its apps as it competes with OpenAI and Google, and raises questions about user control and moderation on social platforms.