Issue with Connecting Threads Channels
On September 23, customers couldn’t connect new Threads channels to Buffer or refresh existing ones. Each attempt ended in an error. We’re sorry for the trouble this caused.
Root cause
A problem on Threads’ side meant their system rejected valid sign-ins, including for Buffer’s own Threads account. Other social media tools that connect to Threads were affected at the same time. No changes on Buffer’s side were involved.
Customer impact
From 03:41 UTC to 14:10 UTC, about 120 organizations saw errors when connecting or refreshing a Threads channel. Other social networks weren’t affected.
Steps to resolution
Once we confirmed the problem was on Threads’ side, we contacted our partners at Threads, who investigated and released a fix. We then checked it ourselves by connecting and refreshing Threads channels, and monitored for another 45 minutes before closing the incident.
Key learnings and what we’re changing
Working closely with our partners: having a direct line to the Threads team helped us get this resolved quickly, and we’ll keep investing in those relationships.
