Mark Zuckerburg is ready to rumble… and no, we’re not talking about the cage fight that may or may not happen against Elon Musk.

Driving the news: Meta is sticking it to Twitter by launching a challenger called Threads. Tomorrow, the internet will have yet another choice for text-based expression *sigh*.

• By building off Instagram’s user base—users will be able to transfer their usernames and followers—the new app is expected to gain traction quickly.

• Jack Dorsey and Elon Musk fired shots at Meta’s new app over the amount of personal data it will reportedly collect on its users.

Why it matters: Competitors are taking advantage of the chaos at Twitter to launch rival platforms, leaving internet users with a dizzying number of options when it comes to how they’ll broadcast their streams of consciousness.

• Between decentralized apps like Mastodon and Jack Dorsey-backed Bluesky or Donald Trump’s still-kicking Truth Social, users have options.

Yes, but: Despite Twitter’s mystifying design choices as of late—like introducing Tweet-viewing limits, blocking non-users from viewing posts, and letting paid subscribers publish 25,000-character tweets—no other platform has caught on. Bottom line: Twitter has proven resilient, but Meta has the resources to invest in challenging the company head-on. And, who knows, if things get heated, maybe we’ll have the pleasure of witnessing a Musk-Zuck cage match after all.