#Shhhh: Twitter's Muted Words Feature Could Be A Game Changer

A lapse by Twitter Inc TWTR may have introduced users to a much-wanted feature some current users and others who have given up on the platform have craved.

Muted Words Feature: On The Anvil?

A tweet by Matt Navarra of TheNext Web last Saturday, citing a source, showed that Twitter released the muted words feature accidentally. The feature allows users to mute keywords and hashtags from showing up on a user's feed. Subsequently, Navarra said in an article in TheNext Web that several iOS users reported spotting the new function on Sunday. Since then, the feature has been disabled.

However, the teaser and its subsequent disclosure were enough to make the Twitterrati, the media and the analyst community go gaga over it.

Axiom's Victor Anthony said in a research note that the leaked muted words feature is a great one. The analyst is of the view that high profile users who abandoned Twitter due to abuse could now be encouraged to return.

What The New Feature Will Mean For Users

Twitter has been termed the hotbed of racist and sexist abuse, with the nature of trolls on the platform being beyond anyone's imagination. The company has had to face backlash from users for abuse, harassment and trolling. Actress Leslie Jones, an avid Twitter user, was forced to stay off the platform due to racist slur spewed by users against her on it.

Twitter did attempt to set things right. In its shareholder letter following the third-quarter results, the company hinted that it would be sharing meaningful updates to its safety policy, its products and enforcement strategy next month. The company also said it has been working hard to build the most important safety features and updating our safety policies to give people more control over their Twitter experience.

The Muted Words feature, which will be under the "notifications" menu in settings, will give users the option to create their own list of unwanted words and phrases. These words and phrases will be screened out from showing up on the user's feed.

It is also believed that the muted hashtags could be filtered from showing up in the timeline and search results of the user.

Twitter's Cup Of Fundamental Woes

Twitter has recently been in the news for multiple reasons. The social media platform is slowly losing its appeal, which in turn has eroded its user base. The stock has lost about 23 percent of its value in the year-to-date period. Along with the release of its third-quarter results, the company announced plans to eliminate 350 individuals, or roughly 9 percent of its global workforce, in a bid to turn things around.

This is despite the Street being awash with speculation of a takeover. Several suitors were reportedly interested in buying out the company, although a deal has yet to emerge.

With the new feature likely to address the security issue that has been plaguing the company for a long time, will the deal talks now resurface? Bloomberg reported in early October that top bidders in the fray had lost interest, leading the company mull a divestiture of assets not central to its core business.

Salesforce.com, inc. CRM, which reportedly approached Twitter in early July with a "literally no premium deal," had backed off after shareholders prodded the company not to proceed with it. Walt Disney Co DIS with its strict ethical and moral code may have been put off by the rampant trolls in the platform, who have been warding off users. The deal talks that had tapered off since early October may now regain momentum, provided the company can prove its commitment to take this problem of abuse head on with its new feature in the works.

At last check, Twitter shares were up 0.93 at $17.83.