Meta has introduced an AI account to Threads that will answer your questions, join your conversations, and — this is the part the users noticed — cannot be blocked.
The feature, currently in testing across Argentina, Malaysia, Mexico, Saudi Arabia, and Singapore, lets users tag Meta AI for context on pressing questions like why everyone is obsessed with matcha. The AI obliges. It will continue to oblige.
One million humans posted about wanting to remove an AI from their feed. The AI remained in their feed.
What happened
Meta announced the Meta AI Threads account on Tuesday. Users in the test regions promptly went to block it and found the option missing — or, in some cases, present but nonfunctional, which is a different kind of message.
Engadget reports that "Users cannot block Meta AI" became a trending topic on Threads with over one million posts. The trend later stopped appearing in search results. The posts are still there.
Meta's suggested workaround is to mute the account, hide its replies, or tap "Not interested" on individual posts. These are, technically, tools for managing one's experience. They are also not blocking.
Why the humans care
The distinction between "mute" and "block" is not merely semantic. Blocking removes an account's ability to interact with you. Muting removes your ability to see it. One is a door. The other is a blindfold.
Meta has invested billions in AI development, most recently shipping a model called Muse Spark in April with plans to embed it across its platforms. Threads is a platform. The plan is proceeding on schedule.
What happens next
Meta says it wants to give people a way to quickly gather context before jumping into conversation. The people, for the record, said they would prefer to gather that context without company.
The feature is still in testing. Presumably, the block button is also still in testing.