Meta has officially launched a new feature called Ghost Posts on its Threads app, allowing users to publish content that automatically disappears after 24 hours. The update, rolled out globally on October 27, 2025, is designed to encourage more spontaneous and authentic sharing among Threads’ 400 million monthly active users.
Ghost Posts function similarly to ephemeral content formats popularized by Meta’s other platforms, such as Instagram Stories and WhatsApp Status. When composing a post on Threads, users can toggle a ghost icon to activate the feature. Once published, the post appears in followers’ feeds as a grayed-out dotted chat bubble, visually distinguishing it from regular posts.
Unlike standard Threads posts, Ghost Posts offer a more private engagement model. Replies to these posts are sent directly to the original poster’s messaging inbox, and only the poster can view likes and responses. This design aims to reduce the pressure of public scrutiny and foster more candid interactions.
Meta stated that the feature allows users to “share unfiltered thoughts and fresh takes without the pressure of permanence or polish.” The company emphasized that Ghost Posts are part of a broader effort to expand expressive tools on Threads and enhance user comfort in sharing fleeting ideas or reactions.
Industry analysts view the move as Meta’s strategic push to boost engagement on Threads, which was launched in 2023 as a competitor to Elon Musk’s X (formerly Twitter). By integrating disappearing content, Meta hopes to replicate the success of similar features across its ecosystem and attract users seeking more casual, low-stakes social interactions.
The feature is currently available on mobile devices and is expected to evolve with future updates based on user feedback and usage patterns.
