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Mexico Closes Antitrust Case Against Google, No Fines Imposed

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Mexico’s Federal Economic Competition Commission (Cofece) announced on Friday the closure of its multi-year antitrust investigation into Google, clearing the tech giant of allegations related to monopolistic practices in the country. The probe, initiated in 2020, focused on Google’s digital advertising services both on its search engine and third-party websites.

Cofece’s investigation examined whether Google’s advertising platform design gave it an unfair advantage over competitors in the digital advertising market. The watchdog concluded that advertisers were not compelled to purchase ads on third-party sites to advertise on Google’s search engine, effectively negating claims of monopoly abuse.

A Google spokesperson welcomed the decision, stating, “We appreciate COFECE’s decision recognizing that our products give advertisers the freedom and control to use our tools in the ways that best suit their needs.”

Had Cofece found Google guilty, the company could have faced fines up to 8% of its annual revenue in Mexico. Although Alphabet does not publicly disclose specific revenue for Mexico, its “other Americas” region, which includes Latin America, generated approximately $20.4 billion in 2024.

Google continues to face antitrust scrutiny worldwide. In the United States, courts have ruled that Google holds unlawful monopolies in online search and advertising technologies. U.S. regulators have pushed for measures including data sharing and divestitures of key advertising assets to foster competition.

Meta’s Threads to Test Direct Messaging Feature in Select Markets

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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.

Snap to Launch Consumer Smart Glasses in 2026, Taking on Meta in AR Wearables

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Snap Inc. announced on Tuesday that it will release its first-ever smart glasses for general consumers in 2026, stepping up competition against Meta in the augmented reality (AR) wearable market. The new glasses, named Specs, are designed to be lightweight and user-friendly.

Snap, widely recognized for its Snapchat app and AR-powered animated filters, has invested over $3 billion in developing AR glasses over 11 years, according to CEO Evan Spiegel. The upcoming Specs will build on Snap’s prior developer-only 5th generation Spectacles launched last September.

Augmented reality enables overlaying digital effects on real-world images and videos through a camera or lens, creating interactive experiences. Snap aims to expand its product offerings and revenue sources beyond the digital advertising market, which faces uncertainties due to shifting U.S. trade policies.

The company will collaborate with Niantic Spatial, a platform for augmented reality and geospatial tech, to enhance Lens Studio, Snap’s app for creators to design and publish AR lenses for the Snapchat camera and Specs glasses.

Snap’s move follows strong momentum in AR wearables led by Meta, whose Ray-Ban Meta smart glasses—developed with EssilorLuxottica—have gained popularity. Meta continues integrating AI features into its glasses to broaden appeal. Google and other tech giants are also exploring investments in smart glasses.