Meta's Threads AI Sparks Backlash as Users Discover They Can't Block the Account

Meta is testing a new Threads feature that lets users tag a Meta AI account to get answers to questions or context about conversations, but users have discovered they cannot block the AI account, leading to widespread frustration.

The feature, initially available as a test in Argentina, Malaysia, Mexico, Saudi Arabia, and Singapore, functions similarly to how people tag xAI's Grok on other platforms. Users can tag Meta AI with questions like "why is everyone obsessed with matcha" or "how do you actually pronounce 'Cannes'?" to receive responses directly in the conversation thread.

However, the discovery that the Meta AI account cannot be blocked has sparked significant backlash. Many users have taken to expressing their anger in replies to posts from Meta AI, the main Threads account, and Threads boss Connor Hayes. Those who initially saw an option to block the account reported encountering errors when attempting to do so.

"Users cannot block Meta AI" reportedly became a trending topic on Threads with over one million posts about the issue, though the trend appears to have since been removed from some users' feeds.

Meta's push into AI comes as the company invests heavily to catch up to rivals like OpenAI and Google, spending billions to recruit AI talent. In April, Meta launched a new AI model called Muse Spark, which it stated would be integrated across its apps and services. The Threads implementation represents one of the first visible deployments of this technology.

In response to the backlash, Meta spokesperson Christine Pai told The Verge, "Users can manage their Meta AI experience during the test. We want to give people a way to quickly gather context before jumping into the conversation, but if you want to see fewer Meta AI replies in your Threads feed you can mute or hide Meta AI replies, or use the 'Not interested' option on any Meta AI post."

This limited control stands in contrast to typical user expectations on social media platforms, where blocking unwanted accounts is a standard feature. The inability to completely opt-out of the AI presence has raised concerns about forced engagement with Meta's AI products.

Meta's Threads platform, launched as a competitor to X (formerly Twitter), has struggled to gain significant traction since its debut. The introduction of the AI feature represents Meta's latest attempt to differentiate the service and increase engagement, though the implementation has clearly missed the mark with many users who value control over their social media experience.

The incident highlights a broader tension in social media design between platform-driven features and user autonomy. As companies increasingly integrate AI into their products, questions about user control, consent, and the right to opt-out are likely to become more prominent.