Meta’s Threads app announced it would begin rolling out direct messaging, features long offered by rivals, in a bid to attract more users. Users in select markets, including Hong Kong and Thailand, will get a dedicated inbox for direct messages on the app as part of the test, eliminating the need to switch to Instagram’s messaging platform.
Meta said messages on Threads will not be encrypted for now.
Threads and Instagram have long been intertwined as part of Meta’s plans to leverage the image and video sharing platform’s massive user base to better compete with services such as X, TikTok and Reddit for digital ad dollars.
Meta announced the expansion of advertising on Threads to all eligible advertisers globally in April. However, the company has said it did not expect Threads to be a “meaningful driver” of revenue growth in 2025. Research firm Emarketer expects Threads’ U.S. monthly active users will grow 17.5% to 60.5 million by next year, surpassing X, whose user base is expected to decline 14.4% to 50 million.
U.S. trade restrictions and the rise of AI‑powered ad targeting have pushed social media platforms to enhance their offerings, adding distinctive features and sharper user experiences to stand out in a saturated market.
Source: Reuters
Image Credit: Stock Image/Threads
