Threads is testing Meta AI for real-time context, triggering backlash over limited control. Meta also plans Incognito Chat in WhatsApp.
A new feature tied to Meta AI is rolling out on Threads, and not everyone is pleased—especially users who say they don’t want an in-thread assistant shaping what they see.
Threads is starting to test Meta AI in a way that provides real-time context when users mention it in a post or reply.. Connor Hayes. head of Threads. said the approach is designed for conversations that move quickly. where many people want to look things up before joining in.. The test begins in a handful of countries and is expected to expand over time. with Meta aiming to make it easier to get context on a trend or breaking story. or to receive recommendations directly within the conversation.
Hayes posted that the feature is being tested by “mentioning Meta AI” inside Threads threads. In practice, the rollout encourages people to “tag @meta.ai to get context, closure, or comedy,” and includes a video demonstration showing how the assistant can be used when tagged in any conversation.
The testing is currently underway in Argentina, Malaysia, Mexico, Saudi Arabia, and Singapore. Plans call for expansion to more countries “soon,” while Meta did not respond to a request for comment about the broader rollout timing.
The introduction of Meta AI on Threads has immediately prompted visible pushback. Some users have questioned what they see as the impact of AI replies on the platform experience, attaching criticism and concerns directly to the assistant’s presence in the product.
A community note attached to Meta AI’s first post on Threads says the assistant has been rated “extremely harmful. including inaccurate information.” One user responded with a screenshot of the note. while others posted their frustration more broadly. arguing that problems like bias or AI quality issues should be addressed first.. Another recurring complaint was simple fatigue: users said they are tired of AI being introduced into more parts of daily social interaction.
Control became a focal point of the backlash when a user asked Meta AI to explain why they can’t block it on Threads.. Meta AI replied that users are currently unable to block the assistant on Threads.. It added that. because it is built as a built-in feature. users who do not want to interact with it can mute the account instead.
A Meta spokesperson, Christine Pai, told The Verge that the test includes options intended to manage the experience.. The company said it wants to let people gather context quickly before jumping into a conversation. but that users who want fewer Meta AI replies in their feed can mute or hide Meta AI replies. or use the “Not interested” option on any Meta AI post.. Even with those controls available during the test. some users argued that muting is not the same as choosing whether they want any interaction at all—pointing specifically to the absence of a blocking option.
Meanwhile, Meta’s changes to bring AI into messaging environments are also continuing beyond Threads.. On Wednesday, Meta announced the launch of Incognito Chat with Meta AI in WhatsApp and the Meta AI app.. The company said conversations are handled inside what it describes as a secure environment that Meta itself cannot access. and that chats disappear by default once a session ends.
Incognito Chat is expected to roll out over the coming months, and it will arrive alongside Sidechat.. Sidechat is designed to let users privately query Meta AI within any WhatsApp conversation. using the context of the ongoing chat—an expansion that further links AI assistance to real-time communication rather than treating it as a separate tool.
For Threads users. the key issue is not only whether Meta AI can provide context. but how it changes the norms of participation.. In fast-moving threads. the promise of “real-time context” may help some people keep up with trends or breaking stories. yet others appear to see the assistant as an unwanted layer inside their feeds—especially when they feel the controls are limited.. That tension suggests Meta is walking a fine line between making AI useful and keeping users in charge of the conversation environment.
In the background. Meta’s approach also reflects a broader product strategy: push AI features deeper into everyday social and messaging workflows. then offer adjustable settings to reduce unwanted exposure.. Muting. hiding. or opting out of certain replies are meant to address individual preferences. while Incognito Chat and disappearing sessions signal that privacy expectations are also central to how Meta is positioning its AI assistant across platforms.
For now, the Threads test in multiple countries will serve as a real-world stress test.. User complaints—ranging from concerns about accuracy and harm to frustration with limited blocking—could influence how quickly Meta adjusts the controls around the assistant.. At the same time. Meta’s WhatsApp plans show the company is continuing to scale AI features that promise context. privacy framing. and convenience in the same package.
Meta AI Threads feature @meta.ai WhatsApp Incognito Chat social media AI user backlash privacy controls