The shutdown of microblogging platform Pebble (formerly T2) comes as a surprise, as it had recently announced a new ‘For You’ feature to compete with X (formerly Twitter). However, the platform faced tough competition from other X alternatives such as Bluesky Social, Mastodon, and Instagram’s Threads. The platform’s CEO, Gabor Cselle, cited the rapidly evolving competitive landscape as the reason for the shutdown. Pebble had initially attracted almost 20,000 users but saw a decline in daily active users, dropping to 3,000 after rebranding to Pebble and further decreasing to 1,000. The platform will officially shut down on November 1, 2023.