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  The service has experimented with changing how tweets work over the years to attract more users and to keep them on the site. The character limit was originally 140 characters when the service started, had media attachments no longer count in the mid-2010s, and doubled altogether in 2017. Now, a tweet can contain up to 280 characters and include media. Users subscribed to X Premium (formerly Twitter Blue) can post up to 25,000 characters and can include bold and italic styling.