Meta’s Threads to Test Direct Messaging Feature in Select Markets
Meta Platforms announced it will begin testing a direct messaging feature on its Threads app in select markets, including Hong Kong and Thailand. This new feature will introduce a dedicated inbox within Threads, removing the need for users to switch to Instagram’s messaging platform, CEO Mark Zuckerberg said on Tuesday.
Currently, messages on Threads will not be encrypted. The addition of direct messaging aims to make Threads more competitive with rivals such as X (formerly Twitter), TikTok, and Reddit, enhancing user engagement by offering a more complete social experience.
Threads, launched in 2023 as a direct competitor to X after Elon Musk’s takeover, has grown rapidly and now has over 350 million monthly active users. In April, Meta expanded advertising on Threads to all eligible advertisers worldwide, although the company does not expect Threads to be a major revenue driver in 2025.
Research firm Emarketer projects that Threads’ monthly active users in the U.S. will rise 17.5% to 60.5 million by next year, surpassing X’s expected decline to 50 million users.
Amid U.S. trade restrictions and the rise of AI-powered ad targeting, social media platforms are enhancing their features and user experience to maintain competitiveness in a crowded market.