[Air-L] "Threading(?)" of messages in Whatsapp

Dear all, I am working on a piece where I want to talk about the problem of following a discussion in, for example, a Whatsapp group on a smartphone. If there are too many people contributing to the discussion and there are several themes in play, the messages get jumbled. First of all, is this called threading? I thought it was, but that term does not turn up any relevant literature. Is there a better term? Second, if anyone knows of work in this area, I would be happy to hear about it. Thanks Rich L.