X CEO says video calls will soon be part of the platform

“At the heart of the rebrand, X, we need to keep our minds open that it’s developing into this global town square that is fueled by free expression where the public gathers in real time,” Yaccarino told CNBC. “And I want to stop on that for a second because ‘in real time’ is what’s most important about the vibrancy of X and how people interact with it. And now it’s all in one seamless interface.”

Yaccarino said the rebrand was a "liberation from Twitter", and it has allowed the company, "evolve past a legacy mindset and thinking and to reimagine how everyone, everyone on spaces who’s listening, everybody who’s watching around the world, it’s going to change how we congregate, how we entertain, how we transact all in one platform.”

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This is part of new strategy from owner Elon Musk, who changed the company's name and logo at the end of last month, as part of a larger rebranding effort to turn the service into something more than just a social media platform.

Musk said in July that X's cash flow remains negative because of a 50% drop in revenue from advertising. He also said that users had increased to 540 million, calling it a "new high".

Besides that, Musk wants to fight Zuckerberg, has sued a non-profit that fights hate speech, claimed that X will handle legal bills for people who have been wronged by employers for posting something on the platform, has locked the verification system behind a paywall and much more.