Threads Software Limited, a UK-based software company, has issued a legal challenge against Meta over the use of the name “Threads.” The software company asserts that it has held the “Threads” trademark since 2012 and is known for its “intelligent message hub” employing AI to assist businesses in managing phone calls, emails, and other messages.
According to Threads Software Limited, Meta’s legal team made four separate attempts starting in April 2023 to acquire the threads.app domain owned by the software company. Moreover, the company alleges that Meta attempted to shut down its Facebook account. In a statement, Threads Software Limited clarified that they declined every offer from Meta, making it unequivocal that the domain was not for sale. However, in July 2023, Meta’s Instagram introduced its “threads” social media platform and subsequently removed Threads Software Limited from its Facebook platform.
Threads Software Limited has given Meta a 30-day ultimatum to “cease using the Threads name.” If Meta does not comply, the software company states it will “seek an injunction from the UK courts.” In response, John Yardley, CEO of Threads Software, expressed that challenging Meta was not an easy decision, but the business now faces a significant threat from one of the world’s largest technology companies.
Meta has yet to respond to requests for comment. This situation sheds light on the kind of behind-the-scenes negotiations that transpire when securing a coveted domain or username.
Notably, Threads Software Limited was not the only entity using the “Threads” name when Meta launched its Twitter competitor. American Threads, a fashion retailer, held the @Threads handle on Instagram at the service’s debut. The retailer humorously addressed the confusion between the clothing brand and Meta’s service. About a month later, the retailer’s Instagram account switched to @americanthreads, while Meta gained control of the @Threads handle.
Representatives for the clothing brand have not provided a response to the situation. This scenario bears similarities to how Meta quietly obtained control of the @Meta handle on Instagram more than a year ago, which was initially controlled by a separate entity, an independent motorcycle publication called META.
Threads Software Limited appears to be taking a different approach, emphasizing the extensive investment it has made in the “Threads” name over the last decade. Changing the service name to avoid confusion with Meta’s product could potentially set back their service and technological lead, they noted.
