Meta rolls out direct messaging on Threads in select markets

Meta Platforms said Tuesday it is starting to roll out direct messaging on its Threads app, beginning with users in select markets including Hong Kong and Thailand.

The move gives Threads a feature already available on competing platforms and aims to keep users within the app by removing the need to switch to Instagram’s messaging. The new feature includes a dedicated inbox and is part of a test phase, CEO Mark Zuckerberg said.

Messages on Threads will not be encrypted for now.

Threads was launched in 2023 as a competitor to X, formerly Twitter, after Elon Musk took over that platform. It now has more than 350 million monthly active users. Threads and Instagram have been closely linked as Meta uses Instagram’s large user base to support growth of the new app.

Meta expanded advertising on Threads to all eligible advertisers globally in April. The company said it does not expect Threads to contribute significantly to revenue growth in 2025.

Meta’s strategy comes as social media companies adjust to changing digital ad trends and U.S. trade limits. Threads is forecast to reach 60.5 million monthly users in the U.S. by next year, while X is expected to decline to 50 million.