Executives at Meta Platforms, led by Mark Zuckerberg, are prioritizing efforts to enhance user retention on their new Twitter rival app, Threads.

The app faced significant user drop-off, losing over half of its users in the weeks following its headline-making launch.

In an internal company town hall, Zuckerberg acknowledged that while user retention on the text-based app was better than expected, it was not yet at an ideal level.

He deemed the drop-off as “normal” and expressed optimism that retention would improve with the addition of more features, including a desktop version and search functionality.

Meta’s Chief Product Officer, Chris Cox, emphasized the company’s plan to add “retention-driving hooks” to encourage users to return to the app.

For instance, they aim to ensure that people on the Instagram app can see important Threads content.

Zuckerberg also addressed Meta’s progress in augmented and virtual reality technology, stating that they were on track with their work for the metaverse.

He stressed the importance of staying ahead of competitors like Apple, Google, and Microsoft, which have extensive experience in building operating systems.

Meta also released the AI model, Llama 2, for commercial use to developers with fewer than 700 million users. The model received a significant number of download requests since its release.

Regarding the proposed “cage match” with Elon Musk, Zuckerberg expressed uncertainty about whether it would materialize.