X announced a new tool called Exclusive Threads, allowing creators to lock parts of tweet threads behind a paywall. This update, part of Creator Subscriptions 2.0, lets users embed subscribe buttons directly into threads, offering a tease of free content before requiring payment for the full chain. The name is ironic, as X’s main competitor is called Threads. > Creator Subscriptions 2.0 introduces paywall tools to help creators monetize engagement.

The feature, demonstrated in a shared gif, shows how creators can highlight key posts while hiding others behind a subscribers-only gate. Buttons to join the subscription appear inline, aiming to convert readers into paying users. X’s head of product, Nikita Bier, emphasized the tool’s potential to balance monetization with accessibility.

This move aligns with X’s broader effort to attract creators, following the rollout of paid partnership labels for ads. By giving creators granular control over content access, X hopes to compete with platforms like Substack and Patreon. However, critics may question whether fragmenting free content could alienate casual users.

Exclusive Threads is now available to select creators in the U.S., with plans to expand globally. The update reflects X’s shift toward subscription-based revenue models, though its success hinges on user willingness to pay for fragmented content.