Social Media · · 2 min read
X Is Back in Pakistan: Should Your Brand Return?
After about 15 months, X became accessible again in Pakistan on 7 May 2025. Should brands rebuild their presence there? Here's how to decide, and how to restart without wasting effort.
In short:
- X access returned in Pakistan around 7 May 2025, after being blocked since 17 February 2024. Reports describe it as a quiet or partial restoration, not a formal announcement.
- For B2B, tech, media and customer service, X is worth restarting. For most consumer brands, it stays a secondary channel.
- Restart with a clear purpose rather than copying your Instagram posts.
On 7 May 2025, NetBlocks and Pakistani users confirmed that X was reachable again without a VPN, as tensions with India escalated. The platform had been blocked since 17 February 2024. Reports described the restoration as partial and quiet, and earlier “restorations” in 2024 turned out to be false alarms, so access could change again.
Should your brand go back?
Ask three questions:
- Is your audience there? Journalists, tech workers, founders, students and politically engaged users are heavy X users. Mass-market shoppers mostly aren’t.
- Do you have something to say in real time? X rewards fast commentary, customer service and conversation, not polished product photos.
- Can you staff it? An abandoned X account looks worse than no account.
Who should restart
- B2B and tech companies: industry conversation, hiring and thought leadership.
- Telecoms, banks, delivery and airlines: customers will complain on X whether you’re there or not.
- Media and creators: news and commentary still move fastest on X.
How to restart well
- Update your bio, profile image and pinned post with current links.
- Post a short “we’re back” note and tell people what they can expect from the account.
- Commit to a realistic rhythm, such as 3–5 posts a week plus replies.
- Don’t move budget away from channels that already sell for you. Test X with time before money.
The lesson from the last 15 months
Brands that relied on one platform suffered during the ban. Brands with email lists, WhatsApp opt-ins and websites that rank on Google barely noticed. That’s the strategy to keep, whatever happens to X next.
PeachTag Team
Led by Zain Ismail, 11+ years in performance marketing. Need help with this? Talk to us.
