Meta Platforms is adding a long-awaited feature to its Threads app: direct messaging (DMs). In a move to compete more aggressively with social platforms like Elon Musk’s X (formerly Twitter), TikTok, and Reddit, Meta is beginning to test DMs in select countries—starting with Hong Kong and Thailand.
The company confirmed that this feature will introduce a dedicated inbox within the Threads app, so users no longer have to rely on Instagram’s messaging system. This standalone functionality is expected to make communication more seamless within the Threads environment.
Mark Zuckerberg, Meta’s CEO, made the announcement on Tuesday, stating that this is part of a wider strategy to enhance user engagement and keep people within the Threads ecosystem longer. While the direct messages won’t be encrypted (at least for now), the update signals a major step forward for Threads, which launched in 2023 as a direct competitor to X after Musk’s controversial Twitter takeover.
At the time of its launch, Threads experienced explosive growth. Built on the foundation of Instagram’s massive global user base, it attracted millions looking for an alternative to Twitter. Today, Threads boasts over 350 million monthly active users—and that number is still growing.
Industry analysts see this DM rollout as a necessary evolution. Without in-app messaging, many users found Threads lacking compared to more established platforms. Now, by adding a native inbox, Meta is positioning Threads to compete more directly in both social engagement and the lucrative world of digital advertising.
In April, Meta expanded ad access to Threads globally. However, the company has been cautious in its financial projections, noting that Threads won’t be a “significant driver” of revenue growth in 2025. Still, with increasing global user adoption, that could change sooner than expected.
According to market research firm Emarketer, Threads is on track to surpass X in U.S. monthly active users by next year—projecting 60.5 million U.S. users for Threads (a 17.5% increase) versus X’s expected 50 million (a 14.4% decline).
With mounting pressure from AI-driven advertising, tighter trade regulations, and an increasingly competitive digital landscape, this DM update is likely just the beginning of Threads’ transformation. As Meta continues refining the platform, more user-friendly and privacy-enhancing features are expected in the near future.
Whether or not direct messaging alone will be the game-changer for Threads remains to be seen, but one thing is certain: Meta is not backing down in the battle for social media dominance.
