We live in an era where every click, every second online leaves a long digital trace.
Social networks are no longer just platforms for communication; they are gigantic repositories where our preferences, habits, and even fleeting thoughts become fodder for algorithms. Likes, reposts, active time—everything contributes to a detailed portrait that corporations sell, analyze, and use to keep our attention.
Threads, the new platform from Meta*, is no exception. Launched in the summer of 2023, the service quickly attracted millions of users, but along with the interest came questions. What happens to our data? Who has access to what we publish? And is there any privacy at all in an app created by a company whose reputation on privacy issues is tarnished?
In this material, we will explore how Threads collects information, what risks it poses, and whether there is any way to protect ourselves. This is not a guide but a study that will help you decide whether you are ready to exchange personal data for convenience again or if it's time to look for alternatives.
What data does Threads collect?
Threads is not an independent platform but another cog in the vast Meta* system. The app is not just linked to Instagram*—it is deeply integrated into the company's ecosystem, including Facebook and WhatsApp. And the tighter these services intertwine, the more user data ends up in the hands of the corporation.
At first glance, registering on Threads looks standard: name, username, avatar, a short bio. But the main feature is the mandatory link to Instagram*. Even if you consciously do not fill in additional fields, Meta already knows much more about you than it seems.
The platform sees who you follow and who follows you. It analyzes your posts, stories, notes which posts you like and which you comment on. But the information gathering doesn’t stop there.
Threads, like other Meta* products, collects metadata—the very "technical" information.
For example, geolocation. Even if you disable it in settings, the app can determine your location via IP address or Wi-Fi data. It knows what device you are using.
But the most valuable data for Meta* is your behavior within the app. How much time you spend in the feed, which posts capture your attention, how quickly you scroll, what you react to, and what you skip. All this is analyzed to make advertising more precise and engagement higher.
Threads saves not only what you publish but also what you seemingly deleted long ago. Posts that you erased may remain in the servers' cache. Search history, likes, replies, lists of "hidden" users—all of this forms your digital footprint.
Meta* claims that it does not use the content of private chats for targeted advertising but reserves the right to analyze it for "service improvement." This means that your personal messages, even if they don't enter advertising algorithms, are still processed.
Threads, like Instagram*, uses built-in tracking tools. These trackers work even outside the app. For instance, if you visited an online store, there is a high likelihood that its ad will soon appear in your feed.
How to secure your account?
It is impossible to completely avoid data collection in Threads. The company earns money through advertising, which requires information about users. However, this does not mean that you should simply resign yourself and give away all your data without attempting to protect it. Some settings allow you to significantly reduce the amount of information shared.
Since Threads is closely linked to Instagram*, the first thing to check is the privacy settings in Instagram. If Meta already has a lot of data about you, Threads will automatically gain access to it.
And if you want to know how to unlink Threads from Instagram, the answer is—it’s impossible. Meta intentionally made it so that users utilize all their products. Therefore, to manage a business account on Instagram, Facebook is mandatory, and for Threads, Instagram* is necessary.
One crucial point is contact synchronization and microphone access. If you ever allowed Instagram access to your phone book, the app could have saved your acquaintances' data, even if they do not use this social network. This can be disabled in the privacy settings.
Even if Instagram* already knows a lot about you, within Threads, you can limit data leakage. For example, you can make your profile private. Then your posts will only be visible to those you have added, and the chances of them being analyzed for advertising purposes are reduced. A private profile also allows you to fully control who has access to your publications.
Unfortunately, viewing a Threads account anonymously without registering is impossible—you will need to create a profile for that. However, you can create an empty private account and read Threads anonymously. No one requires you to maintain or fill it.
Another important toggle is the restriction on mentions. If you don’t want to be tagged in someone else's posts without your consent, it’s better to prohibit this in the settings in advance. This way, you at least partially control the contexts in which your name appears.
You can also remove followers in Threads if they raise your suspicions. This will limit the circle of users who have access to your content.
If you want to enhance your security, you can use technical methods. For example, a VPN that hides your actual IP address, making it harder for Meta* to accurately determine your location.
Regularly clearing the app's cache also helps. This reduces the amount of information stored locally on your device.
Although Threads will collect data according to Meta's business model, you can reduce the detail of this process. Full anonymity will not be achievable, but you can ensure that algorithms know a little less about you.
Scammers on Threads
Threads, like many popular platforms, attracts not only users but also scammers. With the rise of this social network, the number of fraudulent schemes and phishing attacks is also increasing.
Here are some common tricks used by criminals:
- Phishing pages: Scammers create fake web versions of Threads that look like official pages. These sites collect users' logins and passwords, which can lead to the compromise of accounts not only in Threads but also in Instagram, as the accounts are linked.
- Threads Coin: The so-called Threads Coin is actively sold online for cryptocurrency. These coins are marketed as a means to "connect users in the Metaverse," but their real value and purpose remain unclear even to their creators. Purchasing such coins can lead to the loss of real funds.
- Subscriber boosting: Another popular scheme promises rapid increases in follower numbers for new accounts on Threads. In reality, participating in such schemes only leads to money loss and may result in account suspension for violating platform rules.
How to protect yourself from scammers?
- Check the URL: Before entering personal data, make sure you are on the official Threads website. Phishing sites often have slight differences in the address.
- Be cautious with offers: If something sounds too good to be true, it probably is a scam. Do not trust offers for quick follower boosts or the purchase of questionable digital assets.
- Use two-factor authentication: This adds an extra layer of protection to your account and makes it harder for scammers to gain access.
- Regularly update passwords: Use complex and unique passwords for each platform to minimize the risk of hacking.
- Report suspicious activities: If you encounter fraudulent activity, report it to Threads support to help protect other users.
Threads can be a convenient platform for communication and content sharing, but it is essential to remain vigilant and protect your data from malicious actors.
Should we be worried?
Threads is undoubtedly a convenient service. Quick registration via Instagram*, a familiar interface, instant integration with followers—all this makes it appealing for those who want to microblog without unnecessary complexities. But this convenience comes at a price, and the currency here is personal data.
The main problem with Threads is not so much the data collection itself but the complete lack of transparency about what happens to it afterward.
Meta* is not in a hurry to disclose how long user data is stored, who inside the company (or even outside it) can access it, and how reliably it is protected.
Considering the history with Cambridge Analytica, when data from millions of Facebook users ended up in the hands of third parties, trust in the company has long been undermined. Back then, data from 87 million users was collected via Facebook without their consent. This data was subsequently used for political manipulation.
The problem is that Threads is not a standalone product. It is part of the Meta* ecosystem, and you cannot simply disconnect Instagram while keeping Threads. If you decide to delete your account on Instagram, your Threads profile will disappear along with it.
But even if you come to terms with this, the issue of aggressive data collection remains. Threads knows not only what you publish but also how long you view each post, from which devices you log in, when you are active, and more. All this is fuel for advertising algorithms that become more precise every day.
If the thought that the corporation knows too much about you is uncomfortable, there are other platforms—less popular but more ethical.
For example, Mastodon is a decentralized network where data is stored on independent servers. Or Bluesky—a project by one of Twitter's creators, operating on an open protocol. In both cases, there is no total data collection, and the user decides whom and what to trust.
Yes, there is not such an audience as in Threads. Yes, the interface may seem less convenient. But there are no ties to Instagram, no hidden analytics, no ads that follow you after a casual search.
Conclusion
Given that it is impossible to view Threads anonymously, the question of using this platform remains at your discretion. If you are not bothered by data collection for advertising and algorithms, the service can be useful. However, if privacy is a priority, it is worth limiting your presence in the Meta ecosystem or abandoning it altogether.
The key is awareness. Check your settings, delete unnecessary data.
*Instagram is owned by Meta, recognized as an extremist organization in the Russian Federation
