Twitter’s challenges in attracting advertisers, maintaining site functionality, and retaining users have been widely discussed. However, amidst these struggles, an unexpected endorsement has emerged from an unlikely source—the Taliban. Anas Haqqani, a prominent figure within the Taliban, recently expressed his appreciation for Twitter in light of Meta’s Threads, a rival platform that gained over 100 million users within a few days of its launch.

Haqqani, in justifying his decision to remain active on Twitter, highlighted two key advantages the platform offered. “The first privilege is the freedom of speech,” he stated. “The second privilege is the public nature & credibility of Twitter. Twitter doesn’t have an intolerant policy like Meta. Other platforms cannot replace it.”

Meta, the parent company of Threads, has made it clear that the new platform will adhere to the same content guidelines as its sister app, Instagram. This includes a stipulation that explicitly prohibits support or praise for terrorism, organised crime, or hate groups.

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Elon Musk’s involvement in Twitter’s operations has been marked by a series of seemingly arbitrary policy decisions, the loosening of moderation guidelines and enforcement capabilities, resulting in chaotic circumstances, and a focus on prioritising paying users. Under Musk’s leadership, instances of hate speech have surged, and ad sales for the platform have experienced a significant decline of 59% since the previous year.

It is difficult to argue that having members of the Taliban celebrate the extent to which they can exploit the platform does not present a compelling case for potential ad buyers. Twitter, grappling with these challenges, must now confront the task of restoring confidence in its ability to provide a safe and appealing environment for both users and advertisers alike.