Threads ‘Ghost Posts’ Launch With 24-Hour Disappearing Updates

Overview

• Meta flips the switch on Ghost Posts for Threads. Posts auto-archive after 24 hours. The UI marks them with a dotted, grey speech bubble so they read as fleeting. Replies do not surface publicly.
• All engagement moves private. Replies route to your messaging inbox. Only the creator can see who liked or replied. That lowers the pressure and invites looser, in-the-moment sharing.
• Meta positions the feature around authenticity. “share unfiltered thoughts and fresh takes without the pressure of permanence or polish.”
• Creation is simple on mobile. Toggle the ghost icon in the composer and post. Ghosted updates live on your profile for a day, then move to archive. You can revisit them later.
• The drop lands alongside Threads’ steady upgrades. Recent additions include text attachments up to 10,000 characters, spoiler-hiding tools, and new interest-led communities. The platform keeps building a calmer, culture-first alternative to X.
• Functionally, the play blends Stories energy into a text-first feed. It targets real-time riffs, live threading, and quick pulses that don’t need to live forever on your grid.
• For brands and creators, the brief is clear. Use Ghost Posts for limited offers, quick polls, or testing ideas. Keep the main feed curated while the ephemera works the crowd.

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