Meta has started testing direct messaging capabilities on its Threads platform, marking the closure of a notable gap in the app’s development as it moves to match the functionality of rivals like X. The feature is initially launching in select regions, including Hong Kong and Thailand, where users will see a dedicated inbox within Threads for the first time.
Until now, Threads users who wanted to send private messages had to do so via Instagram, given the apps’ close integration. By adding in-app messaging, Meta is aiming to boost engagement and retain users within Threads’ own ecosystem. However, the company noted that these new messages won’t be end-to-end encrypted at this stage.
Threads launched in 2023 in the wake of Elon Musk’s acquisition of Twitter and has since amassed over 350 million monthly active users, according to Meta. The platform has leaned on its connection to Instagram’s large user base to drive adoption, but it still trails competitors in terms of core features.
While Meta expanded ad access to Threads globally in April, executives have signalled that the app isn’t expected to significantly contribute to the company’s revenue in the near term. Still, with digital ad markets evolving and user preferences shifting, adding key functions like messaging could be critical to the app’s long-term viability – and while the platform has clearly grown in recent months, a lack of core features like this may be holding it back from even greater success.
