Meta Platforms has begun rolling out direct messaging (DM) functionality on its Threads app, a move aimed at enhancing user engagement and attracting a wider audience. This long-anticipated feature brings Threads in line with rivals like X (formerly Twitter), TikTok, and Reddit by allowing users to communicate privately within the app.
Meta CEO Mark Zuckerberg announced on Tuesday that the new messaging capability is currently being tested in select markets, including Hong Kong and Thailand. The update provides users with a dedicated inbox on Threads, eliminating the previous dependency on Instagram’s messaging system. However, Meta clarified that these messages will not be encrypted at this stage.
Threads was launched in 2023 as a competitor to Elon Musk’s X following his controversial acquisition of the platform. It gained rapid popularity, amassing over 350 million monthly active users. The introduction of in-app messaging is part of Meta’s broader strategy to differentiate Threads and increase its appeal in an already saturated social media market.
While Threads and Instagram have remained closely connected since their inception, Meta has been working to build independent functionality into Threads to enhance its competitiveness. In April, the company expanded advertising on Threads to all eligible advertisers globally, marking a significant step in monetizing the platform.
Despite these moves, Meta has stated that Threads is not expected to become a major revenue driver in 2025. Still, industry analysts are optimistic about its growth trajectory. According to research firm eMarketer, Threads’ U.S. monthly active users are projected to grow 17.5% to 60.5 million by next year. In contrast, X is expected to lose 14.4% of its user base, resulting in a drop to 50 million users.
As U.S. trade restrictions and the rise of AI-driven ad technologies reshape the digital landscape, social platforms like Threads are rapidly evolving. By adding more features and enhancing the user experience, Meta aims to solidify Threads’ position in the social media landscape.
