Meta Platforms is rolling out a direct messaging feature on its Threads app, a move aimed at attracting more users by adding a functionality long offered by rivals. The feature is being tested in select markets, including Hong Kong and Thailand, where users will have a dedicated inbox for direct messages within the app.
Key Features:
- Dedicated Inbox: Users in select markets will get a dedicated inbox for direct messages, eliminating the need to switch to Instagram’s messaging platform.
- No Encryption: Messages on Threads will not be encrypted for now.
- Integration with Instagram: The feature leverages Instagram’s inbox, allowing users to initiate new messages directly from the Threads app.
Background:
- Launch and Growth: Threads was launched in 2023 as a competitor to Elon Musk’s X (formerly Twitter) and has quickly attracted consumers, boasting over 350 million monthly active users.
- Advertising Expansion: Meta announced the expansion of advertising on Threads to all eligible advertisers globally in April.
- Revenue Growth: Despite this, the company doesn’t expect Threads to be a “meaningful driver” of revenue growth in 2025.
Market Impact:
- – User Base Growth: Research firm Emarketer expects Threads’ U.S. monthly active users to grow 17.5% to 60.5 million by next year, surpassing X, whose user base is expected to decline 14.4% to 50 million.
- Competition: The move is part of Meta’s plans to leverage Instagram’s massive user base to compete with services like X, TikTok, and Reddit for digital ad dollars.
The introduction of direct messaging on Threads marks a significant development in the app’s features, enhancing user experience and potentially driving growth. With its large user base and expanding advertising capabilities, Threads is poised to become a major player in the social media landscape.
