Meta Prevents Threads Users From Blocking Its AI Account

Meta announced on Tuesday that it is testing a Threads feature allowing users to tag a Meta AI account for answers to questions or context about conversations on the platform. Users quickly discovered there is no way to block the new Meta AI account, and they are not happy about it.

The feature resembles the practice of tagging xAI's Grok in replies on X. As reported by Engadget, Threads users found that unlike other accounts, the Meta AI profile offers no block option in its three dots menu.

Users who saw the option to block the feature reported hitting errors when they tried. There are many angry replies to posts from Meta AI, the main Threads account, and Threads boss Connor Hayes.

Meta has invested heavily in AI as it works to catch up to rivals like OpenAI and Google, spending billions to hire AI talent. It launched a new AI model called Muse Spark in April, which it said it would bring to its apps and services, and now the Meta AI account is showing up on Threads.

A pinned video demonstrates the feature, initially available as a test in Argentina, Malaysia, Mexico, Saudi Arabia, and Singapore. It lets users tag Meta AI to get answers to questions like “why is everyone obsessed with matcha” or “how do you actually pronounce ‘Cannes’?”

“Users cannot block Meta AI” became a trending topic on Threads with more than one million posts about it, though the trend is no longer showing up for some users including reporters at The Verge and Engadget.

Meta spokesperson Christine Pai tells The Verge that 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.”