From the New York Times, I'm Natalie Kitchrowf. This is The Daily.

Last week, Metta, the parent company of Facebook and Instagram, released a new social media platform to rival Twitter.

It quickly became the most rapidly downloaded app ever.

Today, my colleague Mike Isaac on how Twitter became so vulnerable and the challenges metafaces in its quest to make a less toxic alternative.

It's Monday, July 10th.

I'm going to be back.

Mike, as all of us vary online, people know and I honestly think maybe everyone else at this point is aware.

Metta just launched this Twitter-like product that they call threads.

And it's been lighting the internet on fire. Please help us understand what's going on here.

I think Metta just sees an opportunity to de-throw Twitter.

As you might remember, Metta owns Facebook, Instagram, WhatsApp.

And they've wanted to add a Twitter-like app to the company's growing platform of different apps that they own, which some folks are calling Twitter Killer.

The reason they think they can actually do this now is because Twitter is in a pretty diminished state.

And I don't think you need to be a tech reporter to see it.

If you just open the app and look at how things are going, it's pretty messed up right now.

Should we look at it together?

Yeah, I mean, as soon as I open the site right now, I'm seeing a bunch of reply guys.

What is a reply guy just remind me?

Do you ever tweet something or maybe this is just me, but a tweet something benign about my life and then 50 dudes will come up and say, actually, I think you're an idiot.

That's basically much of life on Twitter.

But reply guys aren't really new.

What's new is that these small accounts with basically no followers, people I'm not following, are all of a sudden pushed to the top of my feed.

...