diff --git a/internal/discord/api.go b/internal/discord/api.go
index 58d0bda..ab964ef 100644
--- a/internal/discord/api.go
+++ b/internal/discord/api.go
@@ -9,7 +9,7 @@ import (
 // API is the Discord REST surface used by the outbound subscriber.
 type API interface {
 	SendToChannel(ctx context.Context, channelID string, msg Message) (messageID string, err error)
-	StartThread(ctx context.Context, channelID, messageID, name string) (threadID string, err error)
+	StartThread(ctx context.Context, channelID, name string) (threadID string, err error)
 	SendToThread(ctx context.Context, threadID string, msg Message) (messageID string, err error)
 	Edit(ctx context.Context, channelID, messageID string, msg Message) error
 	Close() error
@@ -27,9 +27,10 @@ func (s *sessionAPI) SendToChannel(_ context.Context, channelID string, msg Mess
 	return sent.ID, nil
 }
 
-func (s *sessionAPI) StartThread(_ context.Context, channelID, messageID, name string) (string, error) {
-	thread, err := s.session.MessageThreadStartComplex(channelID, messageID, &discordgo.ThreadStart{
+func (s *sessionAPI) StartThread(_ context.Context, channelID, name string) (string, error) {
+	thread, err := s.session.ThreadStartComplex(channelID, &discordgo.ThreadStart{
 		Name:                name,
+		Type:                discordgo.ChannelTypeGuildPublicThread,
 		AutoArchiveDuration: 10080,
 	})
 	if err != nil {
@@ -43,10 +44,12 @@ func (s *sessionAPI) SendToThread(ctx context.Context, threadID string, msg Mess
 }
 
 func (s *sessionAPI) Edit(_ context.Context, channelID, messageID string, msg Message) error {
+	content := messageContent(msg)
 	embeds := toEmbeds(msg)
 	_, err := s.session.ChannelMessageEditComplex(&discordgo.MessageEdit{
 		ID:      messageID,
 		Channel: channelID,
+		Content: &content,
 		Embeds:  &embeds,
 	})
 	return err
@@ -61,6 +64,7 @@ func (s *sessionAPI) Close() error {
 
 func toMessageSend(msg Message) *discordgo.MessageSend {
 	return &discordgo.MessageSend{
+		Content:         messageContent(msg),
 		Embeds:          toEmbeds(msg),
 		AllowedMentions: &discordgo.MessageAllowedMentions{},
 	}
@@ -69,7 +73,7 @@ func toMessageSend(msg Message) *discordgo.MessageSend {
 func toEmbeds(msg Message) []*discordgo.MessageEmbed {
 	main := &discordgo.MessageEmbed{
 		Title:       msg.Title,
-		URL:         msg.URL,
+		URL:         publicURL(msg.URL),
 		Description: msg.Description,
 		Color:       embedColor,
 	}
diff --git a/internal/discord/bot.go b/internal/discord/bot.go
index 9b04415..b127969 100644
--- a/internal/discord/bot.go
+++ b/internal/discord/bot.go
@@ -133,16 +133,16 @@ func (b *Bot) onUpdated(ctx context.Context, ev events.PostEvent) {
 
 func (b *Bot) createRoot(ctx context.Context, ev events.PostEvent) {
 	msg := formatMessage(ev)
-	messageID, err := b.api.SendToChannel(ctx, b.channelID, msg)
-	if err != nil {
-		log.Printf("discord: send root %s: %v", ev.PostID, err)
-		return
-	}
-	threadID, err := b.api.StartThread(ctx, b.channelID, messageID, msg.ThreadName)
+	threadID, err := b.api.StartThread(ctx, b.channelID, msg.ThreadName)
 	if err != nil {
 		log.Printf("discord: start thread %s: %v", ev.PostID, err)
 		return
 	}
+	messageID, err := b.api.SendToThread(ctx, threadID, msg)
+	if err != nil {
+		log.Printf("discord: send root %s: %v", ev.PostID, err)
+		return
+	}
 	if err := b.links.Upsert(ctx, store.DiscordLink{
 		PostID:    ev.PostID,
 		MessageID: messageID,
@@ -185,7 +185,7 @@ func (b *Bot) createReply(ctx context.Context, ev events.PostEvent) {
 
 func (b *Bot) editChannel(ctx context.Context, ev events.PostEvent, link *store.DiscordLink) (string, error) {
 	if strings.TrimSpace(link.ThreadID) != "" {
-		return b.channelID, nil
+		return link.ThreadID, nil
 	}
 	root, err := b.links.GetByPostID(ctx, ev.RootID)
 	if err != nil {
diff --git a/internal/discord/bot_test.go b/internal/discord/bot_test.go
index f6381db..fde963b 100644
--- a/internal/discord/bot_test.go
+++ b/internal/discord/bot_test.go
@@ -2,11 +2,11 @@ package discord
 
 import (
 	"context"
+	"strconv"
+	"strings"
 	"sync"
 	"testing"
 
-	"strconv"
-
 	"plumber/internal/events"
 	"plumber/internal/store"
 )
@@ -30,17 +30,18 @@ func (f *fakeAPI) SendToChannel(_ context.Context, channelID string, msg Message
 	return f.record("channel", channelID, "", msg)
 }
 
-func (f *fakeAPI) StartThread(_ context.Context, channelID, messageID, name string) (string, error) {
+func (f *fakeAPI) StartThread(_ context.Context, channelID, name string) (string, error) {
 	f.mu.Lock()
 	defer f.mu.Unlock()
 	f.next++
+	id := "thread-" + strconv.Itoa(f.next)
 	f.sends = append(f.sends, recordedSend{
 		Kind:      "thread",
 		ChannelID: channelID,
 		Name:      name,
-		Msg:       Message{ThreadName: name, URL: messageID},
+		Msg:       Message{ThreadName: name},
 	})
-	return "thread-" + messageID, nil
+	return id, nil
 }
 
 func (f *fakeAPI) SendToThread(_ context.Context, threadID string, msg Message) (string, error) {
@@ -93,17 +94,21 @@ func TestOutboundRootReplyAndEdit(t *testing.T) {
 	}
 	bot.Handle(ctx, events.PostCreated{PostEvent: root})
 
-	if len(api.sends) != 2 || api.sends[0].Kind != "channel" || api.sends[1].Kind != "thread" {
+	if len(api.sends) != 2 ||
+		api.sends[0].Kind != "thread" ||
+		api.sends[1].Kind != "thread-msg" {
 		t.Fatalf("root sends = %+v", api.sends)
 	}
-	if api.sends[0].ChannelID != "channel-1" || api.sends[1].Name != "Leaky sink" {
+	if api.sends[0].ChannelID != "channel-1" ||
+		api.sends[0].Name != "sam asks: Leaky sink" ||
+		api.sends[1].ChannelID != "thread-1" {
 		t.Fatalf("root routing = %+v", api.sends)
 	}
-	if got := api.sends[0].Msg.ImageURLs; len(got) != 2 || got[0] != "https://cdn.example/a.jpg" {
+	if got := api.sends[1].Msg.ImageURLs; len(got) != 2 || got[0] != "https://cdn.example/a.jpg" {
 		t.Fatalf("root images = %v", got)
 	}
 	link, err := links.GetByPostID(ctx, "root-1")
-	if err != nil || link.MessageID != "msg-1" || link.ThreadID != "thread-msg-1" {
+	if err != nil || link.MessageID != "msg-2" || link.ThreadID != "thread-1" {
 		t.Fatalf("root link = %+v, %v", link, err)
 	}
 
@@ -116,7 +121,7 @@ func TestOutboundRootReplyAndEdit(t *testing.T) {
 		Permalink:  "https://www.askaplumberfirst.com/questions/root-1#post-reply-1",
 	}
 	bot.Handle(ctx, events.PostCreated{PostEvent: reply})
-	if len(api.sends) != 3 || api.sends[2].Kind != "thread-msg" || api.sends[2].ChannelID != "thread-msg-1" {
+	if len(api.sends) != 3 || api.sends[2].Kind != "thread-msg" || api.sends[2].ChannelID != "thread-1" {
 		t.Fatalf("reply sends = %+v", api.sends)
 	}
 	replyLink, err := links.GetByPostID(ctx, "reply-1")
@@ -126,7 +131,7 @@ func TestOutboundRootReplyAndEdit(t *testing.T) {
 
 	root.Body = "Updated leak."
 	bot.Handle(ctx, events.PostUpdated{PostEvent: root})
-	if len(api.edits) != 1 || api.edits[0].ChannelID != "channel-1" || api.edits[0].Name != "msg-1" {
+	if len(api.edits) != 1 || api.edits[0].ChannelID != "thread-1" || api.edits[0].Name != "msg-2" {
 		t.Fatalf("root edit = %+v", api.edits)
 	}
 	if api.edits[0].Msg.Description != "Updated leak." {
@@ -135,7 +140,7 @@ func TestOutboundRootReplyAndEdit(t *testing.T) {
 
 	reply.Body = "Use a ceramic cartridge."
 	bot.Handle(ctx, events.PostUpdated{PostEvent: reply})
-	if len(api.edits) != 2 || api.edits[1].ChannelID != "thread-msg-1" || api.edits[1].Name != "msg-3" {
+	if len(api.edits) != 2 || api.edits[1].ChannelID != "thread-1" || api.edits[1].Name != "msg-3" {
 		t.Fatalf("reply edit = %+v", api.edits)
 	}
 }
@@ -190,15 +195,24 @@ func TestFormatMessage(t *testing.T) {
 		got.City != "Oakland" ||
 		got.Author != "sam" ||
 		got.URL != "https://example.com/q" ||
-		got.ThreadName != "Leaky sink" ||
+		got.ThreadName != "sam asks: Leaky sink" ||
 		len(got.ImageURLs) != 1 {
 		t.Fatalf("format = %+v", got)
 	}
 
 	reply := formatMessage(events.PostEvent{Body: "Thanks", AuthorName: ""})
-	if reply.Title != "Reply" || reply.Author != "Someone" || reply.ThreadName != "Question" {
+	if reply.Title != "Reply" || reply.Author != "Someone" || reply.ThreadName != "Someone asks: Question" {
 		t.Fatalf("reply format = %+v", reply)
 	}
+	content := messageContent(got)
+	if strings.Contains(content, "Leaky sink") ||
+		!strings.Contains(content, "It drips.") ||
+		!strings.Contains(content, "Oakland") {
+		t.Fatalf("content = %q", content)
+	}
+	if publicURL("/questions/x") != "" || publicURL("http://localhost:8080/q") != "" {
+		t.Fatal("localhost or relative permalink should not be an embed URL")
+	}
 }
 
 func TestFromEnvDisabled(t *testing.T) {
diff --git a/internal/discord/format.go b/internal/discord/format.go
index f552a19..c14617a 100644
--- a/internal/discord/format.go
+++ b/internal/discord/format.go
@@ -39,7 +39,7 @@ func formatMessage(ev events.PostEvent) Message {
 		Description: truncateRunes(strings.TrimSpace(ev.Body), embedDescriptionLimit),
 		City:        strings.TrimSpace(ev.City),
 		Author:      author,
-		ThreadName:  threadName(ev.Title),
+		ThreadName:  threadName(author, ev.Title),
 	}
 	for _, img := range ev.Images {
 		url := strings.TrimSpace(img.URL)
@@ -51,12 +51,16 @@ func formatMessage(ev events.PostEvent) Message {
 	return msg
 }
 
-func threadName(title string) string {
+func threadName(author, title string) string {
+	author = strings.TrimSpace(author)
+	if author == "" {
+		author = "Someone"
+	}
 	title = strings.TrimSpace(title)
 	if title == "" {
-		return "Question"
+		title = "Question"
 	}
-	return truncateRunes(title, threadNameLimit)
+	return truncateRunes(author+" asks: "+title, threadNameLimit)
 }
 
 func truncateRunes(s string, max int) string {
@@ -73,3 +77,35 @@ func truncateRunes(s string, max int) string {
 func isRoot(ev events.PostEvent) bool {
 	return strings.TrimSpace(ev.ParentID) == ""
 }
+
+func messageContent(msg Message) string {
+	var parts []string
+	if body := strings.TrimSpace(msg.Description); body != "" {
+		parts = append(parts, body)
+	}
+	var meta []string
+	if msg.City != "" {
+		meta = append(meta, msg.City)
+	}
+	if msg.Author != "" {
+		meta = append(meta, msg.Author)
+	}
+	if len(meta) > 0 {
+		parts = append(parts, strings.Join(meta, " · "))
+	}
+	if u := publicURL(msg.URL); u != "" {
+		parts = append(parts, u)
+	}
+	return truncateRunes(strings.Join(parts, "\n"), 2000)
+}
+
+func publicURL(raw string) string {
+	raw = strings.TrimSpace(raw)
+	if !strings.HasPrefix(raw, "https://") {
+		return ""
+	}
+	if strings.Contains(raw, "localhost") || strings.Contains(raw, "127.0.0.1") {
+		return ""
+	}
+	return raw
+}