The feature, which mirrors the popular “Stories” format already available on Instagram and Facebook, allows users to share more casual or time-sensitive updates without worrying about long-term visibility.
“You can share unfiltered thoughts and fresh takes without the pressure of permanence or polish,” Meta said in a statement announcing the rollout on Monday.
When users enable the ghost post option — accessible by toggling a ghost icon in the post creation menu — the post appears as a grayed-out dotted chat bubble in the feed, distinguishing it from regular content. After 24 hours, it is automatically archived and no longer visible on the user’s profile.
In a notable twist, replies to ghost posts will be sent privately to the user’s messaging inbox, preventing others from seeing who has liked or commented — a move Meta says promotes more authentic, low-pressure interactions.
The introduction of ghost posts is part of Meta’s strategy to boost user engagement on Threads, which launched in 2023 as the company’s direct competitor to Elon Musk’s X (formerly Twitter).
As of August 2025, Threads boasts 400 million active users, positioning it as one of the fastest-growing social media platforms in the world.
The update further underscores Meta’s push to make Threads a dynamic, creator-friendly space — one that encourages both permanence and ephemerality, depending on how users want to connect.